Behavioral email strategy that creates a link between the company and you
These days we all receive numerous promotional emails, most of which are either deleted or left unread. These emails are usually written the same way and are monotonous: they are not attached at all. Behavioral email, on the other hand, is intended to address the brand’s consumer personally.
On a consumer scale, behavioral email represents a promotional experience that focuses on the individual rather than the group of customers. Indeed, 20% of marketers today use it and 74% of marketers say that this type of email has a positive effect on their engagement level at the consumer level … It is this strategy that is also the original secret email. While wearing the Asos dress in our mailbox which we have just consulted online, or the release of a new movie to suit our interest in cinema …
Examples of Behavioral Email
I guess we can agree that it sounds good, but how does it work for the company?
First: Establishment of the monitoring system.
Surveillance Every company has access to a database as well as many digital channels – for example, Facebook, Instagram, Twitter accounts, and websites. This platform makes it possible to monitor consumer behavior.
Second: Determining the reaction.
Based on Idea customer activity, the company decides how to target them – for example, the fact that the subscriber has left the site without confirmation or purchase.
Finally: the beginning of the conversation.
The message is that behavioral emails need to be friendly and conversational. Using the information collected, the company can send timely, solid, and personalized emails to the customer.
To better understand this phenomenon of digital marketing, it is worth considering a particularly important example Airbnb. They have been able to achieve remarkable results in recent years with their use of practical email – see below.
This email is about a specific person. This is based on his recent online activity on the Airbnb site, and therefore leaves no room for opportunity. Totally personal and in line with Jimmy, it reminds him of what he had previously put up with – an “urban plantation” in Ohio! Through this email, Airbnb wants to pique Jimmy’s interest, and encourage him to visit the site again. Meanwhile, Jimmy feels like an important customer.
He feels well respected and valued. Practical email allows companies to build completely unique relationships with their target customers instead of sending generic messages that clutter their mailboxes. CTA (Call to Action) is mandatory because it motivates the happy consumer to buy – see the red “Learn More” banner.
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