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How to Optimize Your Email Campaign based on your Customer’s Behavior

Alyssa Rimmer
Aug 23, 2012 11:00:00 AM  |  Alyssa Rimmer

We live in an online world. We are always plugged in, our brains are always on, we’re constantly absorbing information that we find online. Many of us fall asleep, smart phones in hand, perhaps mid-email.

As consumers, our behavior has changed. Not only have our conversations moved online, but how we conduct business has evolved and our buying process has also migrated to the digital space. As companies, we need to capitalize on this transition and engage with customers where they are most active. Online.

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Email Marketing has become an integral part of the marketing mix for many B2B companies. Email is now the primary form of business communication and is your gateway into your customer’s lives.

Knowing that, it’s important to analyze the effectiveness of your email campaign. Are you getting the response you are looking for? Are you meeting your goals? How are users interacting with your content? And the most critical question, are you converting these leads or prospects into customers?

If you can’t answer some of those questions, it may be time to reexamine your email strategy. And we're here to show you how you can optimize your email campaign to drive results for your company.

Behavior Based Email Marketing

We have found that many of our clients who seek to develop a more effective email marketing campaign, benefit from implementing a behavior based strategy. Essentially, a behavior based campaign is dependent on how your customers engage with the content. Not only does are the opens and click rates tracked, but with this type of campaign different email content is served up depending on how your customer responds to it.

You can look at this strategy as a funnel. Your goal should be to funnel or filter your customers through the campaign, with the result being a pool of highly qualified leads or even conversions.

  • Awareness To grab our customer’s attention, we must first build awareness, whether that’s for our brand, product or service. We start with a series of emails that contains general information, perhaps a company or product overview, differentiators for your offering, etc. We want to give them just a glimpse, enticing them to take action and continue moving through the funnel.
  • Consideration Next, we move into the consideration phase. Think of this as the point where your customer is now “considering” engaging with your company or product. Here you want to provide them with information that will make the decision easier.
  • Anxiety The final stage is anxiety. Here your customer is on the verge of purchase, but they still have some anxiety around making the commitment. We want to ease their minds by giving them the information that is critical in the buying decision. This can be anything from pricing to “What to Expect When You Buy”.

Now that you understand the different stages, it’s time to start developing the outline for your campaign. We advise our clients to start with a shell (consisting of 6, 9, or 12 emails), that walks through each email “topic” before they begin to start the copywriting process.

Why six, nine or twelve emails? This is where the behavior based marketing comes in. We want to set up a series of emails at each level (two, three or four), which we can funnel our customers through.behavior-based-email-chart1 This diagram shows you how your customers will move through the funnel.[/caption] The email campaign starts in the Awareness phase and your customer will move through the rest of the emails based on how they interact with your content. For example, if they open and click on the first email that was sent, they will be funneled into the Consideration email set. If they opt not to open the email, then they will receive the second Awareness email.

For many of us, burning an audience can be of a concern. Fortunately with this type of strategy, the customers who do not have any interaction with your content will drop out of the funnel and will not receive any of the additional emails.

Why This Works

When you have a targeted email campaign, which is centered on behavior based marketing, it will result in more qualified leads. These customers have made the decision to read and click on your emails, showing their interest in your product or company. We suggest to all of our clients introduce a lead nurturing program for this pool of leads, resulting in higher conversions.

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Alyssa Rimmer

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