Nowadays, customers behave erratically. When you consider how many communication mediums are available, it’s no wonder they are so moody. Bouncing from pixel to ping with lightening speed is enough to edge anyone into mutable mayhem. Because of this, predicting and measuring consumer behavior is crucial to standing out from the crowd. To do this well, and with dividends, you must know your customers: what they do, what they like, what they view and what they buy. By monitoring these things, you’ll be able to understand exactly why your customers act, and convert the way they do. Obviously, you are going to need to start with good email marketing solutions, but this insight is worth tons in the long run.
The flexibility of customer email programs creates focus
The personable, flexible nature of email makes it especially adaptable to individual reader habits. Email is the absolute perfect tools for addressing your audience and meeting their needs. That’s because email functions as a conversation-and based on user behavior, you can specifically focus that dialogue to address customer interests and patterns (click here for software that can help with this). By developing emails that are crafted to be behavioral, you can speak to your reader’s individual personality. Doing this ultimately leads to much higher conversion rates and also keeps you in your reader’s good graces. When you integrate ‘smart’ email content with other online tools, you build prospect relationships that yield ongoing success.
Going insane over great content
One way to maximize the impact of any message is to boost the ‘wow’ factor. There’s nothing like a tantalizing email hook to entice a hungry reader. But this ploy only works if your target is really hungry – and enticed by your message. The way to do this is to develop content that impresses with the exact habits of your readers. You can do this by applying some basic psychology.
Once you understand how customers act-and react-you’ll know how to connect. As you hone your understanding, keep these basic behavioral categories top of mind:
1. Activities
2. Interests
3. Past purchases
4. Viewing habits
5. Other traits specific to website, email campaign, or media engagement
Look inside your subscriber’s mind
According to recent research, sending the right email message to the right person will significantly increase email marketing returns. But how do you know what your readers want
Make sure you have a consistent schedule for your email communication. For humans, most routines are hard to break and this will play in your favor.
2. Divide & segment your list
Make sure that you keep track of customer responses and repeat behavior of each email segment. Over time, patterns will emerge-such as clicking on certain ads or special offers-and you can adapt your sends accordingly.
3. Give your loyal subscribers a reward
Tie email to cross-channel loyalty programs, which help companies amass data to fuel customization of their email programs. This approach also leads to a significant increase in email click-through and engagement.
4. Talk just like your subscribers
Write email in the voice of the customer-literally. Targeting this way, along with consumer-generated content, can lift conversion by more than 20%.
5. Remember history repeats itself
Figure out which users are most likely to purchase based on past conversion data. Develop these propensity models as a regular part of your monitoring process. With this data, it’s much easier to create a custom segment and tailor emails especially for them.
6. Follow abandoned carts
Utilize your web analytics program to properly track browsing activity and bounce rates of visitors coming from your email newsletter. Response emails can be extremely targeted and produce an immediate revenue stream.
7. Utilize proper up-sells
Make sure you create newsletter messages that either drive people to your site or cross-sell your other services and solutions.
Note, be careful to follow CAN SPAM rules with opt-outs, but leverage the opportunity while you have it.
8. Send replenishment reminders
Give your customers a friendly reminder when it’s time to re-order. Set up triggered emails based on previous purchase behavior to automatically send. Test for timing, content and offers to monitor engagement behavior.
9. Be careful with your promotions
Let users choose their preferred engagement channel. There are many people who, even still, are hesitant to purchase anything online. You don’t want to scare them off with overwhelming Web offers and ads. As you work to win them over online, stay neutral enough so that they still want to purchase your product-online or off!
10. Send out email surveys
After a customer makes a purchase, ensure that you send them an email follow-up. Send emails that gather market research and involve customers in product development and/or customer service reviews.
Sending out such a volume of emails ensure that your customers know that you care. It also gives you the opportunity to drive additional purchases and show customers you value their business and opinions.
11. Prevent lapses & inactivity
Apply data to create campaigns that divert poor behavior, such as consumer inactivity. Some marketers use offers, while others have success with simple reminders about program and product benefits.
Consider the future
Email has proven itself as a revenue-building asset for years. Scalability, flexibility, and customization make it a choice that marketers can count on to deliver results. Surges in media outreach and digital storytelling simply build on email’s inherent power to connect and produce ROI.
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