Behavioral Targeting is the process of using data about consumers’ online activities to send them relevant messages. Targeted messaging is based on the idea that if you know what people like, you can use that information to help them find things they want. Marketers’ goal is to ensure that customers engage with your brand, starting with the content, including text, images, and video.
Therefore while a company needs to know something about its customers, especially when they are sending out marketing emails, it is even more helpful to know how a customer is going to behave when they receive them. For example, will they delete the message unread or open it and quickly unsubscribe. Ideally, they read the email and click on a link.
It is possible to have a good idea about what might interest a person based on where they live, their age, sex, and other demographic information, a person’s behavior will tell you a whole lot more about what will interest them. For this reason, companies need to think very carefully about how behavioral targeting could help ensure the success of their email marketing campaigns.
Using Behavioral Targeting Effectively
You may find it surprising, but statistics show that only 20 percent of marketers currently use behavioral triggers as part of their email marketing campaigns.
Not only does this mean that the method is currently underused, but it means that you may have an opening to take advantage of shortly.
By working with a digital marketing agency, your company could craft email marketing campaigns based on behavioral targeting. But how much do we know about this method? And how does it work? We can assess some examples of behavioral targeting right now.
There are many triggers a company can use to assess the behaviors of its customer base. For instance, you may want to look at how long someone responds to an email or the types of emails they are more likely to open immediately.
Assessing their social media profiles can also help, by seeing if they ever mentioned your company, or another company, on their profile. Did the customer come to your site through a social network or search engine? Did they ever retweet or share one of your social media posts?
Marketers Find Success with Behavioral Targeting
Before you think that behavioral targeting is an unproven method, it is important to note that it is already generating a ton of success for those companies implementing it.
Statistics show that by using behavioral targeting in these emails, open rates increased by as much as 50 percent. And the big news is that conversion rates went up by a massive 350 percent! It is up to your company to determine the best method to track these behaviors and how they will get incorporated into an email marketing campaign.
Benefits of Using a Smart Database
The best way for a company to get a head start on this process is to develop a smart database, which includes smart lists. For instance, a smart database should include all the potential and current customers of the company, and it should incorporate smart lists such as demographic information, email history, website information, campaign history and email history.
In addition, information about the customer’s specific interactions with your company is also helpful. For instance, when did they last make a purchase, how many purchases have they made, and how much money have they spent on those purchases. All of this information can help companies create a proper email marketing campaign.
Conversion rate optimization (CRO) is your next task. We have many articles on the topic including a guide to CRO.