Behavioral Marketing And Email Campaigns

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Behavioral Marketing And Email Campaigns

Behavioral marketing gives the e-marketer the ability to accurately segment and target your audience by present and past online behavior. Utilizing this method when creating your email campaigns, can significantly change the way you plan and send your emails in the future.

“eMarketer projects that behaviorally targeted ad spending will reach $4.4 billion by the end of 2012.”

Behavioral targeting is predicated to become more widespread, resulting in better customer experiences, as they are targeted with more relevant information.

“Using behavioral targeting with email is not a new idea,” says Shar VanBoskirk, senior analyst with Forrester Research in Cambridge, MA. “It is something that good, smart marketers have been tuned into for several years: understanding that the activities within an email are good clues to the types of offers that would be useful to send in a subsequent message. In fact, email used BT even before other types of online advertising did.”

E-mail campaigns need to evolve. Irrelevant email campaigns must change focus and deliver messages that their recipients want to see, hear, and read. What does this mean? Direct email marketing campaigns need to make use of behaviorally triggered e-mail in response to customer actions. Content needs to be more personalized and much more dynamic. E-newsletters need to have more valuable and interesting content, not becoming a replacement for an autoresponder type message. All e-newsletter content needs planning and purpose.

Implementing Behavioral Marketing in our Email Targeted Campaigns:

Broadcast email: According to Jupiter Research “when marketers actively target their email campaigns to specific behavioral and demographic characteristics, they can produce more than 18 times the profits that broadcast messages produce. Think of the effect on your ROI?

Re-marketing: Marketers can easily track when an email is opened, what specific pages are explored, what links are clicked on, or any combination of actions and responses. This important and recorded data can then used to create dynamic and strategic behaviorally targeted email.

Email Address Lists:
By collecting and utilizing specific and accurate information from your email address lists, you can send relevant offers and information based on a user’s preferences and prior purchases. Instead of just depending upon your demographic data, you can now deliver unique offers and information that they want, according to their behavioral patterns. This is differentiating the differences in specific actions that have happened, opposed to behavioral, demographical theory.

Actions are Key – Don’t Assume

Demographics are important but cannot be relied upon as the sole means to understanding your audience. For instance, if you are selling perfume, and have targeted just women, within a certain age range, and location, you have automatically left out the all the men who buy perfume for their wives or girlfriends. When the holidays come, men buy perfume, flowers, chocolate for various reasons and various people. You can now see the implications and importance of targeting behavior and actions.

Up-selling to the Full Person

Combine past and present behavior. Using the above approach let the actions speak louder than statistics. Using past purchase behavior coupled with recent purchase activity, gives you a better and wider scope of understanding the entire person. The more you know about the interests and overall purchases of anyone, the better chance you have of sending them a campaign that speaks directly to them.

Behavioral targeting is an ongoing process. Remember, the more accurate the campaign, the better chance you have to convert browsers to clients.

By: coolblogger

Article Source: http://depositarticles.com/

Joe Haworth heads up Enigma Web Design, and can be contacted by visting his site Web Design Preston or Web Design Lancashire

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