Behavioral email marketing is not a novelty to corporate email marketers. They have been leveraging it for a long time. What is new however that now small businesses can also utilize this powerful strategy. Sadly, there are many experienced email marketers in small-business environments that haven’t even heard of behavioral email marketing. Are you wondering what behavioral email marketing is and how it can help your campaigns?
Behavioral marketing is a marketing technique that relies on the user’s behavior. Publishers use behavioral marketing to increase the effectiveness of their campaigns. This happens largely because you are customizing and improving the receiver’s experience. In return the user rewards you with a higher engagement. In essence, behavioral email marketing is the magic of combining email personalization with email automation.
Taking advantage of behavioral email marketing
Behavioral email marketing has been proven to improve the success rate of email campaigns. Publishers that implement behavioral marketing techniques enjoy higher open rates and higher click rates. However, behavioral email marketing is not a quick hack that you can implement once and expect permanent results.
Implementing behavioral email marketing is a continual and ongoing process. It means continually tending to your subscribers’ behavior. Your mailing list, your subscribers and their behavior will always be a variable. However, as long as your mailing practices are consistent, you will see your success rate rise.
Split test for engagement with a more personal approach
Some recipients react better to an approach that’s more personal and customized. There are a lot of variables you can test out to find out the kind of approach that works for your audience. See how your recipients react when you address them by their name, or change your sender name from the company name to a real person.
You can test for the difference by just going for a simple split-test. Or you can divide your subscribers into two lists, and treat them differently. The reporting function will let you know which strategy gets you better results. Obviously you need to do this for at least a couple of weeks, and you need to have enough separate subscribers for each strategy. Otherwise your sample won’t be statistically significant.
Recipients that haven’t opened the previous newsletter
You can use a strategy where you email only the subscribers that haven’t opened the previous newsletter you sent them. It’s not uncommon for your subscribers to accidentally delete your email along with other unimportant mail. Find a way to personalize those emails and resend them again in a couple of days.
Of course you want to make sure it is only emailed to those who didn’t open it the first time around. With Emercury this is simple, just create a segment, and use the “not opened” conditions.
Recipients that have opened your email but haven’t clicked
There are many cases when a user will open your email, but not click any of your links. It might happen because thy were interrupted or didn’t have time at the moment, and later forgot about it. In these cases it is a good idea to resend the campaign, but try a different approach. Obviously if she opened the original one, you want to make the new one with different content, and with more prominent calls to action.
Again, this too is easy with Emercury. You just need create a segment, and use the “not clicked” conditions.
Recipients that haven’t clicked on your previous campaign
If you want to get real fancy, you can designate a segment of people as “clickers” because they click on everything you send. But then, when you send an offer email, some of them do not click on the link for that particular offer. This means that the offer wasn’t right for them particularly, because otherwise they click most everything else you send. Prepare a new campaign with a different offer for those particular subscribers.
Recipients that always open your emails, but never click
Segmenting campaigns into categories can help get a real picture of the click-through rate on your email campaigns. Subscribers that always open the emails but never click are not at all uncommon. Email these subscribers a message where you say “Hey we (I) noticed that you are not (doing this or that)”. Then give them the chance to switch from promotional newsletters to informative and educational ones. Also, you might consider using a survey to find out why they never click on anything.
Recipients that always click on your campaigns
Your most active subscribers are those that are the most loyal to your brand. You can offer these subscribers an option to switch from monthly to weekly or bi-weekly emails. Recipients that always click on your email campaigns are also most likely to respond to special promotions or extra offers.
Recipients that haven’t opened your campaigns in months
Email marketers know that it’s not just about the number of subscribers on a mailing list, but also whether they are active or not. Try to reengage inactive subscribers with an exclusive campaign prepared just for them. Subscribers that have been inactive for months can negatively impact your deliverability rates. You have to either find a way to reactivate them or say goodbye to them.
Segment, personalize and customize as much as you can
In the era of social media domination, email marketing has remained one of the rare digital advertising channels that aren’t overwhelmed with distraction. Opt-in email subscribers see your campaigns because they’ve chosen to. To maximize your chances of success, segment, personalize and customize your campaigns as much as you can.
Don’t be afraid to take extra steps for urgent actions
Although rare, there still are some occasions when an urgent action is required from the subscriber. For urgent and time-sensitive activities don’t hesitate to use other means of communication your subscribers have provided to you. If your subscribers have provided their phone number or instant messaging service to you, it means that in the right circumstances you can use it.
How do you obtain these other contact details? You can use custom fields in our form builder for anything really. You can have forms that ask for their phone number, skype, or whatever you need.
You can ask for this information upfront, from the very first form they use to join your database. Or you might wait and only send that form to people after they’ve already proven to be a high-engaging lead. Another option is to obtain this information through a survey.
Work smarter instead of harder
Email marketing sometimes requires much more effort than other online marketing methods. However, email marketing also has the potential to produce much better results if done right. Email marketing is one of the rare marketing spheres where you can control your input and results. By tracking behavioral insights and adjusting your campaigns you can fine-tune your email marketing to perfection.
How Emercury can help you improve your email campaigns
Emercury is an email marketing platform built to simplify email marketing automation. Our easy to use platform can help marketers, list managers and publishers across the world to do more. Even though Emercury is geared to satisfy the needs of the most advanced email marketers, it is still fairly simple to use. We did this on purpose so that you can use it even if you’re just starting out. But as your needs and skill grows, the advanced features are right there for you to start using.
We made it so that the advanced features don’t get in your way if you’re just starting out. We’ve built it so that anyone with basic knowledge of email marketing can use it from day one. Emercury has all the tools you need today to create successful email campaigns. It also contains all the advanced features you may ever need, whenever you’re ready to utilize them.
(Some of the) Features Include:
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Easy mail creation: Emercury takes all the pain out of creating a message that will look good in any browser or email client.
Simple customization: Use one of the templates from our template library or create your own.
Increase delivery rates: Emercury implements best mailing practices to guarantee highest delivery rates.
Track your results: Track real time performance and see who’s opening and clicking your emails.
Increase open and click rates: With Emercury it’s easy to make the necessary adjustments to increase success rates.
Behavioral targeting has been proven to increase the success rate of just about any campaign. Now is the right time to implement behavioral targeting in your email marketing plan. Emercury has flexible plans to fit all of your needs.
You can try Emercury with our free plan. It contains all the advanced features, and holds nothing back. You can store up to 2000 subscribers and can send up to 12,000 emails a month for free. Sign up with Emercury today and see how behavioral email marketing can improve your email campaigns.
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Tags: behavioral email marketing, behavioral marketing, email marketing tips
