The Basics of Setting up a Behavioral Email Strategy
If you’re looking to improve your email engagement rates, setting up behavioral-based email campaigns is one of the most effective ways to do just that.
There are lots of other ways that you can increase your email engagement rates such as adjusting your subject lines, tweaking your design and changing up your calls-to-action, but taking the time to setup behavioral-based campaigns will end up saving you a lot of time in the long run and you’ll increase your conversions in the process.
What are behavioral email campaigns?
A behavioral email is sometimes also referred to as a trigger or transactional email. These particular emails are sent out when a website visitor or subscriber performs a specific action. For example, when a customer signs up for your latest newsletter, a welcome email would be triggered to confirm their subscription and thank them for their support.
According to Experian, transactional email open rates are 8x higher than promotional email rates as they are much more personal and relevant to a recipient in that moment.
There are several different types of behavioral emails that you can setup but it all depends on your business’s online activity and goals.
Setting up your behavioral email strategy for 2017
If you’re looking to start benefiting from transactional and behavioral-based emails, follow these three simple steps to develop a basic strategy.
1. Turn to your data
Before you decide on the trigger emails you’ll be sending out you’ll need to spend some time analyzing your data. Pull reports for any online platform that a customer or prospect might use to engage with your brand. This includes your website, social media pages and emails. Use each of these channels to learn more about your target audience and how they prefer to engage with your business online. Use an email validation service to clean your data if it has not been mailed in some time.
2. Create a list of possible actions
Based on how your target audience engages with you online, what are some of the most obvious and natural actions they would take during these sessions? Use each of your online platforms as if you were a customer or prospect to help create a list of possible actions they would take. This could be anything from submitting an online form, downloading an eBook or making a purchase from your online store. Consider every possibility and pair that up with your data to decide on the actions that are most important and should be pursued.
3. Create your campaigns
Now that you know which behavioral-based emails you’ll be focusing on, you can begin designing and setting your emails up. Remember that these emails are highly personal so they will require some technical know-how in order to pull through specific details for each of the subscribers on your email list. Transactional emails get to the point and have very simple designs in order to reduce any distractions. Once you start running your trigger campaigns, be sure to keep an eye on your stats so that you can optimize where necessary.
And remember, for maximum delivery make sure to use an email verification service to remove any stale email addresses or bounces from our list.