Marketing emails may be triggered based mostly on all kinds of consumer info. For instance, perhaps your model sends an email to clients on their birthdays. Or, perhaps your model takes benefit of location-based email advertising to ship messages based mostly on sure geographical occasions.
Customers’ birthdays don’t change and their location could change from time to time, But what about less-static consumer info? Customer habits, as an illustration, can change day-to-day. Therefore, implementing behavior-based email advertising is essential for creating a customized buyer expertise.
In addition to defining behavior-based email advertising, this text will showcase manufacturers who’re completely nailing it.
What is Behavior-Based Email Marketing?
Behavior-based email advertising is when manufacturers ship automated emails based mostly on sure occasions or actions a buyer takes whereas interacting together with your model. There are sure actions a buyer takes that your model will wish to capitalize on—assume: transactional emails. After a buyer makes a purchase order, an email is mechanically triggered that confirms the acquisition and supplies an order abstract.
But, not each buyer motion requires an automatic email. (How annoying would that be for the shopper?) You have to be strategic and selective about which buyer actions you choose to set off behavior-based email advertising efforts. Let’s check out some manufacturers who’ve chosen a wide selection of buyer actions to ship behavior-based emails.
1. Abandoned Browse Emails
We’ll begin with a basic—the deserted browse. While not as well-known because it’s cousin, the deserted cart email, the deserted browse email is a robust behavior-based email advertising software to have in your arsenal.
“Browse abandonment emails have an 80.9% higher open rate and 50.5% higher click through rate than traditional emails, while 26% of all browsers that open these emails will click through and return to the site.” – Salecycle
Based on a buyer’s exercise inside your app or website, deserted browse emails present the shopper you’re being attentive to what they’re doing. For instance, Lego, a toy firm, despatched the under deserted browse email to somebody who had regarded on the “Luke Skywalker’s Landspeeder” Lego set.
The email encompasses a playful Lego character with binoculars—a nod to looking—and the topic line “You’ve looked at some great LEGO sets!” It even encompasses a reminder without spending a dime transport for orders above a sure worth threshold.
But, the rationale this email is a high instance of behavior-based email advertising is as a result of of the dynamic content material area. After the header picture, there’s a area that includes the precise merchandise this buyer checked out, the value of the merchandise, and—right here’s the kicker—a CTA to “buy now.” This behavior-based email makes the shopper’s expertise simpler and will increase the probability the shopper will work together with Lego.
2. Emails Centered on Preferences
Just like buyer behaviors, buyer preferences change. But, being attentive to how clients are behaving in your website or in your app ought to offer you a gist of what every buyer is into today. And, as a result of preferences change, preference-centered, behavior-based emails have to be distributed in a well timed method to make sure the shopper nonetheless likes no matter content material you select to incorporate.
Spotify, a streaming service, compiles buyer preferences based mostly on the kind of content material every buyer streams. In the under email, Spotify used behavior-based email advertising to ship this listener an inventory of dwell reveals that they could be thinking about, based mostly on their previous habits.
What makes this preference-centered email a high instance of behavior-based email advertising? It combines buyer habits and buyer location to ship a hyper-personalized expertise. Not solely does this email function “upcoming concerts by artists you love” nevertheless it contains “upcoming concerts near you by artists you love.”
Spotify was ready to make use of static buyer info—location—and cross-reference it with some of the shopper’s steadily listened-to content material. By bringing comfort to their clients’ lives, Spotify is growing the probability of engagement.
3. Recaps of User Behavior
We’re all accustomed to the emails that recap our exercise over the previous 12 months, month, week, and many others. (Spotify Wrapped, anybody?) While these emails are a really literal interpretation of behavior-based email advertising, the dynamic nature of recap emails makes them a high instance. Recap emails are extremely personalised—all of the knowledge that’s included is particular to the person recipient. It’s unlikely that every other buyer acquired the very same email. Plus, with badges and rewards for numerous completed achievements, particular to the person buyer, these emails add a layer of gamification that captures the customers’ consideration.
The under email from private health tracker, Fitbit, is a recap of the earlier week’s exercise. This email contains stats like whole steps taken, common energy burned per day, and whole energetic minutes. Fitbit can assume that their buyer base cares about their wellness, so offering a recap based mostly on every particular person consumer’s habits aligns with buyer wants.
What’s good about this behavior-based email is that it supplies info that the tracker itself doesn’t. While the tracker supplies a each day view of metrics, this email provides a chook’s-eye view of metrics, permitting customers to match to the earlier week’s email to simply see progress. That’s why this can be a high instance—it provides worth for the consumer. Adding worth promotes consumer engagement, and that’s actually what behavior-based email advertising is all about.
Increasing User Engagement with Behavior-Based Email Marketing
At the tip of the day, the aim of any kind of email advertising is to extend consumer engagement. Behavior-based email advertising, nonetheless, is an particularly highly effective method. According to MarketingSherpa, “39% of marketers found that sending emails automatically based on user behavior was their most effective email marketing strategy.”
Rather than connecting with a buyer based mostly on static consumer info, behavior-based emails join with customers within the second. They’re despatched in real-time, whereas the shopper is interacting together with your model—creating the proper alternative for patrons to interact. Building a customized buyer expertise is all about being the place the shopper wants you to be. Behavior-based email advertising ensures your model is the place it must be to interact together with your viewers.
To study extra about behavior-based email advertising and combine it into your advertising campaigns immediately, schedule an Iterable demo immediately.