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Any successful email marketing campaign includes elements of behavioral marketing. The reason is simple. You need to know how your email is performing, is the bounce rate high? the open rate low? is the click through rate low? is report rate high? do the servers consider it spam? These are some of the reasons you need to know answers of, once you analyze the end user behavior, you can implement techniques that can rectify these issues.
In email and online marketing, behavioral email marketing refers to the techniques, strategies and often the automated email systems used by marketers and online merchants to collect data about an email subscriber so they can target specific campaigns to that person based on their behavior. Data about the user is collected in a database, which also integrates web analytic and email data. When the marketer directs an email to the user, it is very relevant to that specific subscriber, based on the data collected and their most recent tracked behavior.
For marketers, this means moving beyond “audiences” and “segments” as we’ve traditionally known them. Combining behaviors and automation lets you achieve unprecedented granularity — segments of one.
It’s important to recognize, though, that you need both aspects of behavioral marketing working in tandem to be fully successful. If you just have one or the other, you’ll be left with a marketing equation that looks something like this:
Clearly, those aren't formulas for building relationships and revenue. Put automation and behavior together, though, and you’ll be able to engage customers and prospects like never before. That’s the power of behavioral marketing, which is described as “real-time, cross-channel, insanely relevant campaigns to one person at a time automatically driven by analytics of their actions, preferences and profiles.
