Developing Behavioral Emails To Increase Returns
These days, customers can behave unexpectedly. When you consider how many communication mediums are available, it’s no wonder they are so moody. Bouncing from pixel to ping with lightening speed is enough to edge anyone into mutable mayhem. Because of this, predicting and measuring consumer behavior is crucial to standing out from the crowd. To do this well, and with dividends, you must know your customers: what they do, what they like, what they view and what they buy. Understanding these patters is necessary to piecing together your customer’s selling points. Obviously, you are going to need to start with good email marketing solutions, but this insight is worth tons in the long run.
Email’s flexibility breeds focus
The personable, flexible nature of email makes it especially adaptable to individual reader habits. Email is the absolute perfect tools for addressing your audience and meeting their needs. That’s because email functions as a conversation-and based on user behavior, you can specifically focus that dialogue to address customer interests and patterns (click here for software that can help with this). By developing emails that are crafted to be behavioral, you can speak to your reader’s individual personality. Doing this ultimately leads to much higher conversion rates and also keeps you in your reader’s good graces. When you integrate ‘smart’ email content with other online tools, you build prospect relationships that yield ongoing success.
Going insane over great content
Boost the ‘wow’ factor in your emails to maximize their impact substantially. There’s nothing like a tantalizing email hook to entice a hungry reader. But this ploy only works if your target is really hungry – and enticed by your message. In order to do this, you need to create emails that mesh with the habits of your subscribers. All you have to do is apply some basic psychology.
Once you understand how customers act-and react-you’ll know how to connect. As you hone your understanding, keep these basic behavioral categories top of mind:
1. Activities
2. Interests
3. Past purchases
4. Viewing habits
5. Other traits specific to website, email campaign, or media engagement
Jump inside your reader’s brain
According to recent research, sending the right email message to the right person will significantly increase email marketing returns. Make sure that you’re reliable
Establish a consistent and trusted pattern of email communication with your customers. For humans, most routines are hard to break and this will play in your favor.
2. Divide & segment your list
Keep track of the actions and behavior of each list segment in your database. Over time, patterns will emerge-such as clicking on certain ads or special offers-and you can adapt your sends accordingly.
3. Reward the loyal ones
Use your email marketing newsletter to promote your business’ loyalty programs. This is also a great way to boost your email click-through rates.
4. Sound like your readers
Write email in the voice of the customer-literally. Targeting this way, along with consumer-generated content, can lift conversion by more than 20%.
5. Pay attention to users’ past actions
Figure out which users are most likely to purchase based on past conversion data. Develop these propensity models as a regular part of your monitoring process. With the data, you can customize dynamic emails with the most relevant content.
6. Follow abandoned carts
Utilize your web analytics program to properly track browsing activity and bounce rates of visitors coming from your email newsletter. Response emails can be extremely targeted and produce an immediate revenue stream.
7. Sprinkle in up-sells
Optimize transactional messages to cross sell or drive consumers back to your site.
Note, be careful to follow CAN SPAM rules with opt-outs, but leverage the opportunity while you have it.
8. Email reminders to your customers
Remind individuals or procurement managers that its time to re-order. Set up triggered emails based on previous purchase behavior to automatically send. Of course, make sure that you test for the best time to send the emails and for ideal content.
9. Be light on the sales pitch
Make sure that your subscribers know all the different ways to purchase besides online. There are many people who, even still, are hesitant to purchase anything online. You don’t want to scare them off with overwhelming Web offers and ads. It’s great when customers can be tracked by purchasing online, but make sure that your subscribers know that they can purchase your products offline too!
10. Send out email surveys
After a customer makes a purchase, ensure that you send them an email follow-up. Send emails that gather market research and involve customers in product development and/or customer service reviews.
This high-touch technique helps customers feel more connected to your brand. It also gives you the opportunity to drive additional purchases and show customers you value their business and opinions.
11. Prevent lapses & inactivity
Apply data to create campaigns that divert poor behavior, such as consumer inactivity. Some marketers use offers, while others have success with simple reminders about program and product benefits.
The future of email marketing
Email has proven itself as a revenue-building asset for years. Scalability, flexibility, and customization make it a choice that marketers can count on to deliver results. Surges in media outreach and digital storytelling simply build on email’s inherent power to connect and produce ROI.
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October 21, 2009
· 
Marko Ketolainen · 
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Tags: email marketing solutions · Posted in: Marketing
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