- On June 19, 2017
- 0 Comments
- customer satisfaction, Digital Marketing, email Marketing
Behavior based marketing is hot! And we get it–the information gathered allows companies to create targeted, automated email campaigns that can substantially increase the ROI of a company.
There are three key aspects to a behavior based marketing strategy: Conversions, engagement and retention. In today’s post we’ll focus on conversions.
This is basically how you get customers to move from curiosity to action. It could be the act of buying something, but not necessarily. Other examples include having them sign up for a company newsletter, take an online course from your website, or download a guide.
According to the digital marketing blog Kissmetrics, one of the most common ways companies use behavior based marketing is to analyze data such as gender, age, education, geography, race and browsing habits to target their selling. For instance, if a company like H&M can see that a young woman in her thirties has been looking at environmentally friendly products they might design an email campaign announcing their sustainable line of clothing.
Finish the sale
Another powerful conversion tool is known as the abandoned cart email. Data from Bluecore shows that these emails have THE highest average conversion rates at 2.63% and a click-to-conversion rate of 21.78%. What does this look like in the real world? Let’s say a customer has started to purchase a bottle of wine from a local wine shop but for some reason doesn’t go through with the purchase. After a day, the shop could send an automated email reminding them of the wine in their cart and encouraging a sale. Some companies send reminder mails 3 and 5 days after the abandoned cart as well, and even offer discounts for the purchase, such as 50 kroner off the total price for an immediate purchase.
Up-sell and Cross-sell mails are additional examples of behavior based email campaigns. In these situations stores have sold something to a customer and want them to buy additional products. If we take the wine shop owner as another example, let’s say a customer bought six bottles of Rose. Instead of sending out a mail with offers about all wine, you could send them an email with information about all the Rose’s you have on hand, or all the wine from that particular producer.
These are just a few examples of the power of behavior based email marketing campaigns. Any other examples you’d like to share? Drop me a mail at: firstname.lastname@example.org.
Excited to give this super cool tool a try? Get in touch with us!