Here’s how you can effectively use behavioural email targeting to connect with your audience and keep them coming back.
What is Behavioural Email Targeting?
Behavioural email targeting involves sending emails to users based on their behaviour on your website or app. This includes actions like browsing specific pages, abandoning shopping carts, making purchases, or even just signing up for your newsletter. By tailoring your emails to these actions, you can provide relevant content that resonates with each user’s interests and needs.Why Use Behavioural Email Targeting?
Personalisation
Tailored emails feel more personal and relevant, which can lead to higher open rates and click-through rates.Timeliness
Sending emails at the right moment (such as immediately after a cart is abandoned) can prompt quick actions from users.Improved Engagement
Personalised and timely emails are more likely to engage users and drive them to take desired actions.Steps to Implement Behavioural Email Targeting
Collect and Analyse Data
Start by tracking user behaviour on your website or app. Use tools like Google Analytics or specialised email marketing software to gather data on what users are doing.Identify key actions that indicate a user’s interest or intent, such as viewing a product page, downloading a resource, or not completing a purchase.
Segment Your Audience
Divide your audience into segments based on their behaviours. For example, create segments for users who have abandoned carts, those who have made multiple purchases, or those who have been inactive for a while.Segmentation allows you to craft specific messages that address the unique needs and interests of each group.
Create Triggered Email Campaigns
Set up automated email campaigns that are triggered by specific user actions. For instance, send a reminder email to users who leave items in their shopping cart or a thank-you email after a purchase.Use clear, compelling subject lines and personalised content to grab attention and encourage engagement.
Test and Optimise
Continuously test different elements of your emails, such as subject lines, call-to-actions, and send times, to see what works best.Monitor the performance of your campaigns using metrics like open rates, click-through rates, and conversion rates. Use these insights to refine and improve your email strategy.
Examples of Behavioural Email Campaigns
Welcome Emails
Send a warm welcome email to new subscribers, thanking them for signing up and providing an overview of what they can expect from your emails.Cart Abandonment Emails
Remind users about the items they left in their cart and include incentives like discounts or free shipping to encourage them to complete their purchase.Re-Engagement Emails
Reach out to inactive users with a special offer or a reminder of the benefits of your products or services to bring them back to your site.Product Recommendation Emails
Based on browsing or purchase history, suggest related products or services that the user might be interested in.Conclusion
Behavioural email targeting is a powerful strategy that can help you increase engagement and drive more conversions. By sending personalised and timely emails based on user behaviour, you can create more meaningful connections with your audience and encourage them to take action.Ready to boost your email engagement? Reach out to us today to discover how we can assist you in implementing effective behavioural email targeting strategies that yield results!
