According to a MarketingSherpa study, 39% of marketers said that “automatically sending emails based on triggers” is the most effective tactic for improving email engagement.

What is a behavioral email? This is when you send targeted emails to your contacts based on their actions and behaviours. It is one of the most valuable email strategies an inbound business can have.

In this post we’ll be discussing the basics of behavioural emails; what it is, how it works and how to implement a behavioural email marketing strategy effectively for your business.

What is behavioural email?

Behavioural email is all about adopting a user-focused approach to sending email. The behaviour of users on your website will determine what email material they receive from your business.

How does it work?

There are 3 components to behaviour emails.

Step 1

The first step is to track and determine how users are interacting with your business online. You can do this across your website, social media, and email – each channel is a chance to listen to users, learn more about them.

With a marketing tracking tool you track user behaviour. You can then use that information to send emails to people based on this activity.

Step 2

Predict the important behaviours users might take. The decision the marketer must make is which user actions to react to. Some examples include a form submission, viewing of a specific piece of content, or a particular engagement on an email.

Step 3

When you set up a behavioral email, you are creating a highly personal experience. Start a conversation with the user based on the tracked behaviour. Make your behavioural emails really pop by using personalisation to design a truly unique experience for each person that interacts with your company online.

Examples of behaviour emails

Follow the link to explore a number of brilliant examples of using product and customer data to trigger personalised email marketing campaigns. 14 Behavioural Email Marketing Examples: https://www.referralsaasquatch.com/14-behavioral-email-marketing-examples/

Do you like the sound of this? Contact Digital Fire to discuss how we can help your business get more email opens and clicks using behavioural targeting.

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