EMAIL
MARKETING
Behavioral Targeting with Email
Email is where advertisers can best integrate BT with all their other
customer information.
Using Behavioral Targeting with email is not a new idea. Smart marketers
understand that BT activities within an email are good clues to the
types of offers that would be useful to send in a subsequent message. In
fact, email used BT even before other types of online advertising did.
So it's no surprise that right now email is where advertisers are best
integrating BT with all their other customer information.
Primary ways to use BT with email
The database is king. Marketers who are looking to build effective
programs must understand the multi-channel approach is most effective.
The profile of the customer and the touch points you have with that
customer make the data richer. To be most effective, you must use
multiple channels with that customer-- email, sending a direct mail
piece, updating customer service reps at a call service, among other
activities.
On a simple level, it takes only a basic amount of data integration to
market to conversions (people who have already purchased). It's also
easy to target people who have spent a certain amount on your website or
your website category over a certain period.
It's a little more involved to build an effective "remarketing"
campaign, such as sending a follow-up email to people who have opened or
clicked on particular links in a previous email. Because marketers can
easily track whether an email recipient opens an email, looks at
specific pages, or clicks on specific links, any combination of these
actions can be used to dynamically generate and send behaviorally
targeted email.
Marketers must also look at counteroffers and triggers based on a
combination of email responses and website activity. For example, a
person might go from an email offer of a new credit card to an
application on a website. If the application is rejected, that
information could be used to send a counter offer (based on the person's
credit score) for another card with softer qualifications.
This approach can also produce a follow-up email to an abandoned
shopping cart, using the information on what the individual put in the
cart to generate a better offer that might produce a conversion.
There is a whole analytics component to this. It requires a deep
understanding of the customer, so analytics plays an important role. The
company must slice and dice the data so to execute a program that is
relevant. Obviously, some people are smarter than others in analyzing
this data.
In addition, as you accumulate more data and become more sophisticated
in your marketing and targeting techniques, there's room for a deeper
understanding of the idiosyncrasies of individual customers.
You start to see better executions when companies use BT with email both
to determine when to send an email and what content to include. And
what's beautiful about email marketing is that you can continually test
it. If something stops working, you can quickly adjust the creative,
change the promotion, or stop the campaign.
If you start looking at the numbers even the lowest common denominator
of behavioral targeting gets you a win. Just understanding that BT plays
a role in the equation, just scratching the surface gets you a better
response. Particularly with customers getting bombarded by messages and
wanting more control, if you're not building relevant profiles against
your customer preferences, your performance is going to suffer in the
long run. And the more targeted the offer, the better the response
rates.
For more information on our email
services Contact Us
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