Why a behaviour-based approach to email is better
The ability to track and automatically monitor digital behaviour has revolutionised marketing. Instead of relying on static demographic data, marketers can supplement it with near real-time behavioural data. This offers many advantages, particularly in the realm of email marketing.
Behaviour-based marketing emails are more relevant
When emails or entire campaigns are triggered based on someone’s behaviour, they’re much more relevant and timely. And because this process is automated, that perfect timing requires no extra effort on the part of the marketing team, just plenty of foresight during development.
Say a lead has been looking only at home products for their kitchen. They have browsed through your online catalogue and visited the kitchen section of your ecommerce store, but they haven’t purchased anything yet. One week later that lead revisits your site and goes to the kitchen section again but this time they click on several kitchen decor items before leaving. This revisit behaviour to the same section could trigger a campaign emphasising the quality of your kitchen products. If the lead comes back and purchases a kitchen item, the sale can be accurately attributed in part to this timely campaign.
Behaviour-based emails are dynamic
Prospects and customers are qualifying for each campaign based on recent actions, which ensures the messaging within it is relevant. Different leads will automatically qualify for different campaigns based on their behaviour. The decision about which campaign to enroll each lead in happens dynamically and the choices are pre-programmed so this process does not need a human to make the decision each time, The optimum delay time can be chosen to ensure perfect timing for each message or emails can be triggered to send immediately. It’s a balance between automating a repetitive process without losing the human element. The software is dynamic; it is responding to each behaviour, enabling the most relevant information to be sent with each email.
What if a lead you’ve been nurturing for several months suddenly revisits your site after a long period of absence, views your pricing page and schedules a demo? This lead is interested right NOW and should be contacted. You could set up a segment called “demo scheduled” to nurture everyone who qualifies with pro tips to get the most out of their upcoming demo.
Behaviour-based marketing allows leads to self-select what is most relevant to them
Which segment does this lead fit into? Which campaign would be best to nurture them with? What content will help move them along through the buying cycle? By relying on behaviour to determine each of these things, marketers remove the guesswork they used to rely on. Relevance is much easier when people are telling you what they’re most interested in.
Let’s say you own a SaaS company that specialises in CRM systems for real estate businesses. You also offer advanced analytics for historical real estate data in specific regions, and the customers who are interested in one may not be interested in the other. The way you sell each is very different, and the customer profiles for each service are often different. To determine which series of emails to send to each prospect, you could send only people who visit the data information page your analytics campaign and only the people who visit the real estate CRM system information page the CRM system campaign.
Behaviour-based email isn’t a set-it-and-forget-it solution, but it is less work
Most of the work for behaviour-based email marketing is done at the beginning. Once a campaign or branching criteria is set up, it can be programmed to run continually. While periodic checks and optimisation updates are important, this style of marketing is much less work. Instead of building separate campaigns for each list of email addresses, marketers can program the software to automatically add each person to their appropriate list and then each list can be enrolled in a specific campaign.
Every time someone purchases a doll from your site, they can be added to the list of people who have purchased that doll and enrolled in a campaign that sends information about available supplementary accessories.
The reason why behaviour-based marketing is so revolutionary is because it makes it possible to communicate on an individual level in a scalable way. Behaviour can automatically trigger specific actions within the platform and messaging can be created with specific behavioural patterns in mind. This is modern, call-and-response style marketing. The behaviour is the call, and the preprogrammed software handles the appropriate response automatically. Contact us to find out more about behaviour-based automation.