In the digital age, customers crave personalised experiences. Enter behavioural email marketing, an approach that allows you to send highly targeted, timely emails based on an individual’s behaviour. If you’re a new marketer, this might sound intimidating, but with the right guidance, it’s more accessible than you might think. 
Step 1: Understand the Concept
Behavioural email marketing involves sending emails based on a customer’s actions. These actions can include making a purchase, abandoning a shopping cart, browsing certain pages, or even staying inactive for a while. By tracking these behaviours, you can send personalised emails to nurture leads, encourage conversions, or re-engage inactive users.
Step 2: Define Your Customer’s Journey
Mapping out the customer journey will help you understand the key touchpoints where behavioural emails can make the biggest impact. Consider all stages of the journey – awareness, consideration, conversion, and retention.
Step 3: Set Up Behavioural Tracking
Most email marketing platforms offer tools for tracking user behaviour. This often involves placing a pixel or a piece of code on your website that records user actions. Be sure to familiarise yourself with the privacy laws concerning tracking user behaviour.
Step 4: Segment Your Audience
Segmentation is at the heart of behavioural email marketing. You can segment your audience based on the actions they take (or don’t take) on your site, their engagement with previous emails, their location, and many other factors.
Step 5: Create Personalised Email Content
Based on your segmentation, create targeted emails that will resonate with each group. This might involve offering recommendations based on past purchases, offering a discount to incentivize cart completion, or simply sending a warm re-engagement email to an inactive user.
Step 6: Automate Your Campaigns
Once you’ve designed your emails, set up automated triggers to send them at the optimal time. For instance, you might send a cart abandonment email a few hours after a user leaves your site, or a re-engagement email after a few weeks of inactivity.
Step 7: Test, Analyze, and Optimise
Finally, monitor your campaigns, analyse the performance, and make adjustments as needed. A/B testing can help you determine what subject lines, content, and calls to action work best for your audience.
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This is a guest post from Gordon Bendall if you would like to be considered for a guest post please contact me.
