Smart Email Marketing: Behavioral Email
Posted: Mon Dec 09, 2024 9:53 am
At the base of the previous pyramid is the minimum level of sophistication. Let's give an example. Let's suppose that we are an online bookstore and we want to set up our Lead Nurturing system to generate more hot leads . We start from scratch, learning and without many tools. The first thing that comes to mind is:
1. Send a monthly newsletter to all our customers with the new titles that have arrived and the best sellers.
This campaign is a campaign without segmentation, since chinese overseas africa database we are treating all our leads equally and we are sending them things that may or may not interest them. But hey, we are just starting out and the important thing was to reach our customers.
Our bookstore's Marketing Manager , who is a tireless guy who always wants more, decides that this is not enough. He knows that Email Marketing is a powerful tool and that he can get more out of it. In addition, he understands that he cannot treat all his leads the same because they do not all like the same books. So he decides to take a step further in the sophistication of his email marketing. The next thing he decides to do is:
2. Segment your lead database by age. Create newsletters targeting 16- to 30-year-olds, as well as Gold campaigns for people between 50 and 70 years old.
Free Ebook: How to get to know your consumers better
Our Marketing Manager gets more and more precise. He discovers that women between 30 and 40 years old buy a lot of romance novels. So, he starts composing emails aimed at segments built based on various demographic characteristics of the leads.
However, there is something in this system that is not quite right. Our Marketing Manager studies the sales data and realizes that women between 30 and 4 years old also buy children's books or adventure books for teenagers. Many also buy business books or books to learn English. It is impossible to continue segmenting into groups because each individual seems to have different needs. Our Marketing Manager investigates. He realizes that there is something called "Behavioral Email" that can help him. Behavioral Email is about launching campaigns in response to what users do on our website or applications. So he acquires a tool that allows him to do this type of Email Marketing and some of the things that occur to him are:
3. Send books related to others the lead has been looking at recently in your email. Send emails right after a purchase is abandoned, including the title the reader aborted to buy with a 10% discount if they make the purchase at that time. Also send other books by authors the lead has already read.
In this way, the Marketing Manager of our imaginary library has managed to create specific campaigns for each lead , but of course, with a tool that makes his job easier, automatically composing emails for each lead. He has managed to make his campaigns much more relevant, which translates into a higher conversion rate.
1. Send a monthly newsletter to all our customers with the new titles that have arrived and the best sellers.
This campaign is a campaign without segmentation, since chinese overseas africa database we are treating all our leads equally and we are sending them things that may or may not interest them. But hey, we are just starting out and the important thing was to reach our customers.
Our bookstore's Marketing Manager , who is a tireless guy who always wants more, decides that this is not enough. He knows that Email Marketing is a powerful tool and that he can get more out of it. In addition, he understands that he cannot treat all his leads the same because they do not all like the same books. So he decides to take a step further in the sophistication of his email marketing. The next thing he decides to do is:
2. Segment your lead database by age. Create newsletters targeting 16- to 30-year-olds, as well as Gold campaigns for people between 50 and 70 years old.
Free Ebook: How to get to know your consumers better
Our Marketing Manager gets more and more precise. He discovers that women between 30 and 40 years old buy a lot of romance novels. So, he starts composing emails aimed at segments built based on various demographic characteristics of the leads.
However, there is something in this system that is not quite right. Our Marketing Manager studies the sales data and realizes that women between 30 and 4 years old also buy children's books or adventure books for teenagers. Many also buy business books or books to learn English. It is impossible to continue segmenting into groups because each individual seems to have different needs. Our Marketing Manager investigates. He realizes that there is something called "Behavioral Email" that can help him. Behavioral Email is about launching campaigns in response to what users do on our website or applications. So he acquires a tool that allows him to do this type of Email Marketing and some of the things that occur to him are:
3. Send books related to others the lead has been looking at recently in your email. Send emails right after a purchase is abandoned, including the title the reader aborted to buy with a 10% discount if they make the purchase at that time. Also send other books by authors the lead has already read.
In this way, the Marketing Manager of our imaginary library has managed to create specific campaigns for each lead , but of course, with a tool that makes his job easier, automatically composing emails for each lead. He has managed to make his campaigns much more relevant, which translates into a higher conversion rate.