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What Is Behavioral Email?

 

Behavioral Email Definition:

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.

The Importance of Behavioral Email Marketing

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.

Types of Behavioral Email

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.

New Registration

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.

Conversions

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.

App and Site Activity

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.

How to Send Behavioral Email with EngageBay

  • Go to Marketing > Automations and click Create Automations.
  • Set a name for your automation, and press Continue.
  • You can now construct visual automation. Click on the name and press Create Automation.
  • It will ask you to choose events that will trigger the behavioral email. You can choose from various options, such as:
    • Joins a form: triggers when a user subscribes to the specified Inline form
    • Joins a popup: triggers when a user subscribes to the specified popup form.
    • Link clicked: triggers when a user clicks on the link embedded within an email.
    • Opens an email: triggers when a user opens an email specified in the configuration.
    • Double opt-in: triggers when double opt-in is configured, and a user subscribes to the specified form — inline, popup, or landing page form.
    • Cart abandoned: triggers when a user adds products to its cart and abandons it without placing the order.
    • Order purchased: triggers when a user places an order.
    • Contact updated: triggers when a contact field is updated.
    • Web page visited: triggers when a user visits a web page as specified in the configuration.
  • Once selected, you will now see the starting point of automation. Click on the Plus icon to add Send Email to the workflow when the event triggers.
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Technical Helpdesk Support Analyst, Atos
testimonial by Garma
I was using ActiveCampaign but the costs were adding up quite quickly. I tried other platforms but the automation sequence offered by ActiveCampaign is not easy to find, until, I got Engagebay. The platforms offer an awesome automation platform for emails, plus landing pages and forms. It works quite well and can be a perfect substitute.

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Founder, Wolff Consultoria
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