Written by Femke van Zelst
Email marketing is a dialogue. A conversation between a brand or company and the client. It may seem one-sided at times, but it is most definitely a discourse. And it’s the brand’s job to keep the conversation going. This obviously makes interaction very important. Because who wants to have a conversation with someone who won’t listen? Exactly: nobody. The key word is ‘listening’. Brands have to learn to listen better. Customers these days have overflowing inboxes, so relevance is king. But how can you achieve this in an email, and how can a brand show they listen to the customer and have something to offer them? In this blog, you will read how behaviour-oriented campaigns can provide a solution.
Research shows that the open ratio for emails based on the customer’s behaviour are 35% higher than for normal emails. Conversion is also twice as high. The use of web analytics in order to monitor your prospects’ behaviour is gaining in importance. The data it provides can be used to send automated emails. Implementing behaviour-driven campaigns in your email marketing is not as hard as you think. For your inspiration, we discuss 7 types of campaigns below.
Welcome emails are very important. It’s the first email a company’s customer receives, and is one of the most read emails ever, making it a great opportunity to start the customer relation off right. A good welcome campaign for new sign-ups can yield a lot, both in the long and short terms. Depending on the product or service offered, the welcome campaign can contain various types of emails. Offering a discount percentage for beginning buyers, for instance, is a good way to encourage a prospect to quickly go through the sales funnel.
As soon as a purchase has been made, it is very important to keep the e-mail dialogue going. This can be achieved by sending post-purchase emails. These mailings can serve various purposes:
For businesses offering services, emails with periodic reports can be very useful. These emails often have good open ratios, meaning they provide you with the opportunity to offer other products or services.
Sending relevant status alert emails serves a dual purpose. Firstly, it’s a courtesy, showing that the brand still benefits from positive customer experience. Secondly, it is used as a means to keep the email dialogue going. Such alerts can differ per sector. In the travel sector, for instance, you could send alerts for the alteration of the flight schedule. In retail, you could send alerts when certain products are back in stock.
Abandoned carts and abandoned browsing sessions can be very unfortunate for the vendor. A well-timed and well-designed abandoned shopping cart email can remind the customer that they have not yet completed their purchase, and send them back to the web shop to finalise their order.
Conversations end at some point, and they are also occasionally interrupted. After a while the discounts, subject lines and contents of your mailings start to look uninteresting and the subscribed customer becomes inactive. That means they stop opening the emails. Re-engagement and win-back emails are good ways to restore the bond between brand and customer. Use of the words ‘we miss you’ in the subject line is often enough to grab the customer’s attention. You can then use the email to offer a discount on the next purchase, or remind the client how useful the product or service is. You can get very creative here.
When a customer has bought a product from you, there is a chance they will buy more of your products. Following the purchase with emails that offer comparable products or services is a logical next step. Sending cross and upsell e-mails is a good way to keep the conversation with the client going.