Compared to traditional emails, behavioral trigger emails have been proven to get better results. According to study conducted by KissMetrics, trigger emails have a 152% higher open rate than those of traditional emails. This means that they function better as communication tools with the customers. Whether it’s for welcoming new customers, up-selling, cross-selling or re-engagement, sending out behavioral trigger emails is just the better choice.
If you’re just getting started on your own behavioral trigger email campaign, here are some things that you might find useful.
Metrics that Matter
As with each promotional email campaign, it’s important to keep track of how your customers interact with your business online. For instance, know your numbers when it comes to subscriptions or sign-ups to your website, each time a user signs in, purchases, subscription renewals, lapsed customers and content viewed. Metrics may differ from business to business so you may have to do some research.
Predict User Action
Once you know where you stand using your own metrics, you can develop your average consumer’s persona and which actions would warrant sending an email. It would also help to gather basic information from your customers like their names, birthdays, anniversaries, etc. Doing so will help you predict their online behavior better. Some examples of these actions include subscription to your content, lack of engagement when they haven’t been active or engaging with you on social media.
Automate Email Sending
Just because your emails have a personal touch to them, doesn’t mean that managing a campaign would have to be difficult. Marketers nowadays can automate the way they send their emails so there will readily be a response to a specific customer action. There are tools and services companies can use to do this. It’s only a matter of finding one that works best for your business.
How to Create a Behavioral Email Marketing Strategy for Your Business, HubSpot
Only 20% of marketers use behavioural triggers in email marketing: report, EConsultancy