Regardless of what you’re doing – when you’re out on a date, or in a negotiation, or trying to make a sale – there’s a lot to be gained from studying someone’s body language. In the case of email marketing, it’s no different. Your consumers’ online body language and the data it creates, is a rich source for data-driven, targeted emails.
Consumer relationship management expert Gareth Herschel at Gartner found that event-triggered email campaigns perform five times better than traditional batch campaigns; this aligns well with in-person sales tactics that are often successful when the salesperson aligns their asks with clear signs the customer is interested. In person and through email, these kinds of asks can be simple, oblique and effective. Something as simple as using a first name can increase your desired body language, translating into open and click-through rates. In an age of unprecedented data at your fingertips, it’s no longer an option to ignore what gets you the best responses.
So it’s time to stop being trigger happy and pressing “Send” on any email that you put together. Use all the data you’re getting – it’s your eyes and ears on the consumer since you’re not a physical salesperson.
We’ve written a lot about how to use the data you get, and why you might want to get great data, but less about how to interpret and analyse that data on the road to using it. Yet, to have a greater understanding of the consumer on an individual level is to better understand how you can best serve their needs. Understanding and only then acting on your data can help you harness the behavioural data and decision-making patterns of each individual that engages with your product or service.
Vero found that personalising and targeting emails generated a 50% increase in click-through rate. When David Daniels, founder of the Relevancy Group, was an analyst at Jupiter Research, he reported that targeting emails based on web click-stream data increased open rates by more than 50%, and increased conversion rates by more than 350%.
Behavioural data isn’t just a flash in the pan, either. Purchase channelling is becoming reliant on the integration of all aspects of an individual’s journey online.
Behavioural data isn’t just a flash in the pan, either. Purchase channelling is becoming reliant on the integration of all aspects of an individual’s journey online. It is clear that there are great chances for businesses big and small when collating this data. Learning to put all this data together is important in understanding a consumer’s personality as much as asking the right questions upon meeting someone. It might speed up the process of cementing consumer trust. The individual approach can be in small and thoughtful, or knowledgeable and fully manipulative of all the data out there.
Stopping just short of real-time surveillance à la physical selling, a real improvement in ROI is what this is all about. Use the following to start a behavioural data tracking sheet:
- Social activity online
- Consumer buying journey
- Web click-stream data
- Purchase as well as non-purchase behaviour
A successful email marketing campaign needs targeting using behavioural data. What data points have we left off above that you track?