Behavioral email is a customer-centric, triggered-based email strategy that allows you to provide immediate value to your customers based on their actions.
The difference between traditional email and behavioral email is that marketers decide what messages to send in the former type.
In the case of behavioral marketing, customers dictate what emails they receive through their actions. It’s an effective way to increase customer engagement, leading to increased sales.
Sending a behavioral email when the lead is hot is more likely to get a reaction than just promoting some random content. For instance, if a user just signed up on your platform, sending a welcome email works better than sending it a day or two later.
You can include some welcome offers in the mail to keep it more relevant for them or share free resources that can help them get started.
Tracking behaviors is important for creating a contextual experience for your audiences. Using their behavior or action to trigger an email will help provide more value to a customer.
You can track customer behaviors and trigger emails with the use of marketing automation. Following are the common actions that you can leverage in your behavioral email marketing strategy.
Creating a smooth onboarding experience is vital to maintaining relationships with your new customers. Sending them a warm, welcome email as soon as they sign up can make a good impact on their mind.
These emails are triggered by actions such as subscribers, purchases, events, sign-ups, and opt-ins. These emails complete the conversion experience and provide an opportunity to include additional product recommendations or resources that might keep your customers engaged.
Every website and app has high-value actions that need to be tracked and responded to. For instance, an e-commerce website can send out cart abandonment emails that can again entice consumers to complete the purchase.
Some other use cases include posted comments, watched videos, earned loyalty points, and more.