What is behavioural email marketing?

Behavioural email marketing is a type of email marketing that uses data collected on user behaviour to create targeted email campaigns. It involves tracking user actions such as clicks, opens, and purchases and then using that data to segment users and personalise email content accordingly. In this article, we will discuss what behavioural email marketing is, how it works, and the benefits of using it.

Understanding behavioural email marketing

Behavioural email marketing involves using data collected on user behaviour to tailor email content to specific individuals. By tracking user actions, email marketers can segment their audience based on specific behaviours such as:

• Clicking on specific links
• Abandoning shopping carts
• Making a purchase
• Opening specific emails

Once users are segmented based on their behaviour, marketers can create targeted email campaigns that are more likely to resonate with specific individuals. For example, if a user abandons a shopping cart, they may receive an email that offers a discount or reminds them of the items they left in their cart. Alternatively, if users consistently click links related to a specific product or service, they may receive emails promoting it.

How behavioural email marketing works

Behavioural email marketing works by collecting data on user behaviour and using that data to create targeted email campaigns. This involves several steps:

Collecting data

The first step in behavioural email marketing is collecting user behaviour data. This can be done using website tracking software, email marketing platforms, and customer relationship management (CRM) systems. By tracking user actions such as clicks, opens, and purchases, email marketers can gain insights into what users are interested in and what they are likely to respond to.

Segmenting users

Once data has been collected, the next step is to segment users based on their behaviour. This involves grouping users based on specific actions such as opening emails, clicking on specific links, or purchasing. By segmenting users, email marketers can create targeted campaigns that are more likely to resonate with specific individuals.

Personalising content

After users have been segmented, the next step is creating personalised email content. This involves tailoring the content of emails to specific individuals based on their behaviour. For example, if users have clicked on links related to a specific product, they may receive emails promoting that product. Alternatively, if a user has abandoned a shopping cart, they may receive emails that offer a discount or remind them of the items in their cart.

Testing and optimization

The final step in behavioural email marketing is testing and optimisation. This involves testing different email campaigns to see which ones perform best and then optimising campaigns based on the results. By continually testing and optimising campaigns, email marketers can improve their results over time.

Benefits of behavioural email marketing

There are several benefits to using behavioural email marketing. These include:

Increased engagement

By tailoring email content to specific individuals based on their behaviour, behavioural email marketing is more likely to engage users. This can lead to increased open and click-through rates, ultimately leading to more sales.

Improved ROI

Because behavioural email marketing is targeted and personalised, it is more effective than generic email campaigns. This can lead to improved ROI and a higher return on investment for email marketing efforts.

Better customer experience

By providing users with targeted and personalised email content, behavioural email marketing can improve the customer experience. This can lead to increased customer satisfaction and loyalty.

Increased sales

Behavioural email marketing is more likely to result in sales than generic email campaigns. By tailoring email content to specific individuals based on their behaviour, email marketers can create campaigns more likely to lead to conversions.

Behavioural email marketing is a powerful tool that can help email marketers create targeted and personalised email.