– or how to improve prospect attention and conversion.
These are the 5 topics we will cover:
1. What is Behavioral Marketing?
2. What to look for in Email Behavior
3. What to look for Web Behavior
4. Send Smart Emails
1. What is Behavioral Marketing?
Behavioral marketing is an approach to email outreach in which the timing and content of your automated emails is tailored for each recipient, based on personalized data, gathered in real time.
Behavioral marketing is a granular, focused and personalized tool that can be used to zero in on your critical audience. Your critical audience is that 3-5% of prospects who are highly qualified and motivated to take action. By moving away from a standardized one-message-fits all approach you can drive that extra 4-10% bump in critical audience engagement that leads to growth in your audience over the long term.
Behavior-based email marketing is so effective because it is designed to accurately spot and take action on signals demonstrated by your audience automatically and at scale. You now have the capability to target with higher accuracy. Because of this you can now create more relevant messaging with accurate timing for optimal results.
2. What to look for in Email Behavior?
When a prospect receives an email, 4 different engagement levels are possible:
- Received, but not opened
- Opened, but not clicked
- Clicked, but not completed
Clicked, means the recipient clicked a link in the email. Completed means the recipient completed the call to action. For Example: Bought a Ticket, Donated, Booked a Demo.
Level 1: Received, but not opened.
Email not opened after a few days. Try again. Change the subject like slightly and resend. Repeat this process one or more times. Add a longer interval each time.
Level 2: Opened, but not clicked.
Email opened, but not clicked. Try again. Change subject and content slightly and resend. You can change image, content or both. Repeat this process one or more times. Add a longer interval each time.
Level 3: Clicked, but not completed.
One or more links in Email clicked. The desired call to action was not reached. Try again. Change subject and content slightly and resend. You can change image, content or both. Also consider stepping up the urgency or add more incentives. Repeat this process one or more times. Add a longer interval each time.
Level 4: Completed.
The desired call to action was taken. Send a final ‘Thank You’ email. Move the prospect on to a different campaign that reflects the new level of engagement.
Scoring & Notification
For each different engagement level you also want to add points to profile, and get notified when a certain level of points is reached to keep on top of the most engaged prospects
3. What to look for in Web Behavior?
All web-pages are not made equal and you should add lead score differently based on what pages they visit. If they edit their subscriptions, looking for a job, you do not want to add points. Certain pages you may want to score higher than other pages. In the end the Prospect score should give you a good indication of how qualified the prospect is.
If a prospect reaches certain pages, you way want to engage directly with the prospect by adding them to a targeted email campaign with personalized content.
With personalized content we do not just mean ‘Dear First-Name’. Dynamic Content can be tailored to reflect the prospects individual interests and demographics.
4. Send Smart Emails.
You can combine behavioral email marketing and personalized dynamic content with web journeys. Therefore you now have a very effective tool to make targeted conversion marketing with a perfect timing. Because of this you are likely to see a measurable improvement in your conversion. This is smart email marketing.