Zrinity Email Marketing Blog

There are a few different business activities that people refer to as behavioral marketing. We discuss them all then drill down into the specific means to conduct behavioral email marketing. Zrinity coders recently added Google Analytics to their email campaign metrics, thus giving valuable information about email recipients who follow links to the Web site. This empowers email marketers with a more powerful ability to monitor behavior of email recipients from click, to browsing to point of purchase.

Profiles based upon actions that can group people into groups using metrics tools cannot be contacted directly since they made no actual interaction with you or your Web site. These browsers can be targeted via banner placement and offer manipulation. This, however, is useless for email marketing.

The most superior Web-based method is giving browsers tracking cookies who later use some type of contact method such as sending you an email or placing an order. This way you collect data on the browser computer, which can become valuable once the browser has initiated direct contact through the Web site via an order or optin action.

However, people who recently placed an order, or otherwise contacted you through the Web site, and thus you have their email address and some small tidbit of information about the person are VERY hot leads for upsells, or just more sales. These people have, by simply placing an order, given you valuable and incredibly timely marketing data. Not to mention the fact that they also shared a credit card or some payment method, which is the ultimate show of trust. This group is so ripe for more sales that they must be targeted in multiple ways. It is more valuable to watch what customers do then to conduct surveys where data has to be compiled to be useful and where people frequently lie to get done with the survey. Actions speak louder than words.

These customers should be sent more potential sales immediately within a receipt, satisfaction questionnaire, etc. If they purchased a jacket, send an offer for gloves in real time in the receipt you send. If they chose “Mr.” Send them male gloves or glove warmers, or both. If you don’t currently employ this type of behavioral email marketing, then don’t go overboard by spending money on fancy behavioral software for people browsing your site.

Behavioral email marketing is the very first method to drive sales since it is simply grabbing attention at the exact right moment in time. It is a very simple business strategy that you should, first and foremost, increase sales revenue by selling more to existing customers. Also, budget allocations should be favorable to KEEPING existing customers over getting new ones. This action could be the difference between keeping this customer or losing them to competitors utilizing smarter systems. If you hit a person at the right moment while they are thinking of preparing for the winter, or some event, you will dramatically increase sales ratios and loyalty.

You can use behavioral data to drive offers through the site using groups to define people by watching their traffic patterns, etc. In order to assign any value to the profiles using email, you need an email. There is a plethora of ways to get that email, first and foremost, get an order or an optin for a news related item, white paper, etc.