42 Rules of Marketing by Laura Lowell

Author:Laura Lowell
Language: eng
Format: epub
Publisher: Happy About
Published: 2007-03-16T16:00:00+00:00

Rule 22

Email is Personal

With behavioral marketing, the customer dictates the messages they receive from you based on what they are doing

A single email can sometimes be the difference between winning and losing a sale. Then why are up to 89 percent of marketers still using canned broadcast emails?7

Behavioral targeting has been used by advertisers for years. The idea is to observe a customers behavior and then provide the appropriate ad based on what they did or didn’t do. This concept can, and should, be applied to email marketing in a much more comprehensive way.

The idea is to track a customer’s behavior and modify your marketing to reflect what is relevant to them based on their behavior or actions. This approach allows you to serve up marketing messages, offers and promotions that are more relevant and compelling to the specific customer. Cool, huh?

There are even software tools available to track customer patterns (online and offline) so that marketers can deliver personalized messages based on a sequence of actions taken by a unique customer. One company, MoonRay, has managed to integrate online and offline marketing better then most. Through a series of “tags” and codes, marketers are able to create a sequence of events based on the actions of a customer or potential customer. Everything from phone calls, emails and direct mail can be coordinated through the automated system.

What you find out about your customers can have a profound impact on how you market to them. In fact, this approach is almost the opposite of how most companies do email marketing today. With behavioral marketing, the customer dictates the messages they receive from you based on what they are doing. For example, if a customer visits your website several, but doesn’t take you up on your offer, then you deliver a message that makes a suggestion. It is similar to the Amazon.com “People who bought this, also bought that” approach.

This is pretty powerful stuff especially when you consider that the success of an email marketing campaign is usually measured in terms of open rates and click-through rates. Open rates measure the number of times the email was opened. Click-through rates measure the number of times someone actually clicked on a link in the email.

If you make your messages more relevant, you increase your response rates. If you increase your response rate, you generate more qualified leads. If you generate more qualified leads, you close more deals and sell more products.

It doesn’t matter whether your product is a $500,000 service contract on a customized software solution, or a $50 video game download. If you base your messages on your customer behavior the messages are more meaningful, and you will be more successful.

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