Behavioral Marketing: Subscribers Demand More Personalized Content

Targeting tactics should be a key component of your marketing strategyBehavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.

Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.

Why use behavioral targeting?

Behavioral targeting lifts engagement, builds brand loyalty, prompts interaction and improves conversion rates. The more you know about your audience, the better you will be able to provide solutions that address their pain points and make your communications more personally relevant.

Drip campaigns, such as subscription reminders, order replenishment, and welcome series, can be developed to deploy automatically based on subscriber behaviors so your message reaches prospects and customers at the time they’re most likely to interact.

Email marketing makes it cost-effective for companies to implement behavioral targeting. Here are a few ideas to get you started:

  • Purchase Behavior. Send automated trigger emails recommending up-sell or cross-sell complementary products to those who have purchased from you.
  • Non-Purchase Behavior. Cart abandonment is a widely used practice by many e-commerce sites. Send an email to re-engage interest in an abandoned purchase of a product or ask for user feedback.
  • Targeting by Email Behavior. There are numerous opportunities to further engage those subscribers who open your emails, click on your links, and visit your website. For example, a webinar registration may result in five customer service emails—an immediate confirmation message, a two-week reminder, a three-day reminder, a survey immediately following the event, and a final email containing the white paper or presentation.

Your CRM platform or email marketing system should be able to capture and monitor actions, responses, behaviors, preferences, etc. related to your subscribers. This means you need to store and process information such as link clickthroughs, message engagement (passivity/activity to certain messages), calls-to-action taken, unsubscribes, purchase history, and website activity that can be attributed to your email recipients.

A tight integration between web analytics for website visitor tracking, CRM, and email platform will be vital to your marketing success.

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