Behavioural Targeting: The key to more email opens and clicks

Behavioural Targeting: The key to more email opens and clicks

Knowing your customer is not enough these days, it’s important to know how they behave as well. Their demographics, persona, choices reflect how they might behave in certain situations, which means, you aren’t just blindly reaching out to customers and asking them to read an article they have already read or asking them to buy a product they would never use. This means understanding what customers find valuable and giving them more of that value in your emails to them. It means nudging them gently or reminding them about something they may have forgotten.

Online behavioural targeting with email has been around for a while. Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns now account for 21% of email marketing revenue. Given below are a few examples of behavioural targeting with emails

  • Sending an email to get feedback when a customer orders and receives a product
  • An email when a customer shops for 4 consecutive months and then skips a month
  • An email on the anniversary of a customer’s sign up or on their birthday with a special offer
  • A welcome email that is triggered once customers sign up for your mailing list
  • Sending a customer a follow up only once they open a previous email from you

Research suggests that lead nurturing campaigns that use behavioural targeting have 57% higher open rates, 59% better click-to-open rates, and a whopping 147% higher overall click rate.

Hence, modern, engaging email marketing needs to be powered with a behaviour-smart database at the core. This database serves as the system of record for all prospect and customer interactions. And it also results in all necessary information intact at a single place making it easier for marketers to build highly targeted campaigns and tie it to trackable information about each individual.