What is behavioral marketing and what role does it play in email marketing?
Posted: Tue Dec 03, 2024 9:01 am
We have talked about the power of automation and segmentation in email marketing on many occasions. Today we want to combine these two elements with the analysis of user behavior to talk about Behavioral Marketing in Email Marketing .
What is Behavioral Marketing?
Behavioral marketing is a type of marketing that observes the behavior of users in order to adapt its advertising messages to their tastes and/or needs. In other words, it seeks to send the most appropriate message to each user. However, it is important to note that a single, individual message is not sent to each user, but rather a segmentation is carried out and users are divided into different consumer groups based on their common interests.
Doing this type of marketing involves ceo email lists combining automation and user behaviour analysis. In other words, having a platform that automatically streamlines and improves the management of our marketing strategies and knowing how our users navigate. For behavioural marketing to be successful, both elements must work correctly. Why? Because if there is no automation, the sales cycle slows down and if there is no behaviour analysis, unwanted messages are sent out which, consequently, make you lose relevance.
How is Behavioral Marketing applied to Email Marketing?
There are many ways to reach users, but you can't act in the same way in all of them. Each channel uses different guidelines to analyze user behavior. For example, in email marketing, metrics such as the opening rate and click to open are analyzed . Or in the case of e-commerce, "cookies" are used to track user activity in the different sections of the website.
When we create an email marketing campaign , it is necessary to know who we are targeting and what we want to achieve. We have previously talked about the importance of segmenting our users, such as by creating retargeting lists . But to segment, you need to have information about your users. For example, knowing the % of conversions or the % of unsubscribes . These are metrics that can give you a lot of information about the impact your campaign has had and can help you improve it in the future.
Many of you may wonder if the use of this type of technique does not violate the privacy of users. As with everything, it depends on the use you want to give it. In general, companies do not obtain personal data, they simply limit themselves to analyzing browsing behavior. According to a study by the Ponemon Institute, 75% of advertisers use Behavioral Marketing less than they would like for fear of being reported for misuse of data. Despite the fact that when it is used, online campaigns are 50% more effective. In the case of email marketing, the user must give their consent to receive newsletters and with their consent they agree to have their behavior analyzed.
Gathering the different behaviors of users in email marketing gives you solid information about what users like and how to create engagement .
Without a doubt, the future of marketing lies in finding ways to capture and connect with users through different channels. As long as you respect their privacy. Behavioral marketing is nothing more than behavioral segmentation . The more precise this segmentation is, the more likely it is that the recipient will become a consumer.
What is Behavioral Marketing?
Behavioral marketing is a type of marketing that observes the behavior of users in order to adapt its advertising messages to their tastes and/or needs. In other words, it seeks to send the most appropriate message to each user. However, it is important to note that a single, individual message is not sent to each user, but rather a segmentation is carried out and users are divided into different consumer groups based on their common interests.
Doing this type of marketing involves ceo email lists combining automation and user behaviour analysis. In other words, having a platform that automatically streamlines and improves the management of our marketing strategies and knowing how our users navigate. For behavioural marketing to be successful, both elements must work correctly. Why? Because if there is no automation, the sales cycle slows down and if there is no behaviour analysis, unwanted messages are sent out which, consequently, make you lose relevance.
How is Behavioral Marketing applied to Email Marketing?
There are many ways to reach users, but you can't act in the same way in all of them. Each channel uses different guidelines to analyze user behavior. For example, in email marketing, metrics such as the opening rate and click to open are analyzed . Or in the case of e-commerce, "cookies" are used to track user activity in the different sections of the website.
When we create an email marketing campaign , it is necessary to know who we are targeting and what we want to achieve. We have previously talked about the importance of segmenting our users, such as by creating retargeting lists . But to segment, you need to have information about your users. For example, knowing the % of conversions or the % of unsubscribes . These are metrics that can give you a lot of information about the impact your campaign has had and can help you improve it in the future.
Many of you may wonder if the use of this type of technique does not violate the privacy of users. As with everything, it depends on the use you want to give it. In general, companies do not obtain personal data, they simply limit themselves to analyzing browsing behavior. According to a study by the Ponemon Institute, 75% of advertisers use Behavioral Marketing less than they would like for fear of being reported for misuse of data. Despite the fact that when it is used, online campaigns are 50% more effective. In the case of email marketing, the user must give their consent to receive newsletters and with their consent they agree to have their behavior analyzed.
Gathering the different behaviors of users in email marketing gives you solid information about what users like and how to create engagement .
Without a doubt, the future of marketing lies in finding ways to capture and connect with users through different channels. As long as you respect their privacy. Behavioral marketing is nothing more than behavioral segmentation . The more precise this segmentation is, the more likely it is that the recipient will become a consumer.