Using User Behaviour Data to Deliver Highly-Customised Emails

Using-User-Behaviour-Data-to-Deliver-Highly-Customised-Emails

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You might be aware that many businesses utilise a “one size fits all” strategy when sending out email marketing communications, however, this strategy might not always be appropriate.

As behavioural science is more widely used to optimise business operations and customer-centric marketing grows, marketers are seeking creative ways to send highly personalised emails that engage with their target audiences.

The good news is that email marketing campaigns can be guided by a variety of information that can be acquired online.

Companies like HubSpot, Adobe, and Microsoft have taken the guesswork out of digital marketing by making it simple for marketers to get all the information they need in a single location.

The three tactics we’ll discuss in this article can help marketing teams deliver emails that are highly personalised, efficient, and compliant.

Emails are still evolving because companies are beginning to grasp how crucial email communication with present and potential customers are.

Emails are no longer merely utilised for business transactions; they are now a vital source of marketing data.

62% of businesses use email to communicate with their consumers, according to a HubSpot Blogs poll.

Currently, there is a ton of business activity occurring inside your preferred inbox.

Although the content of emails may not vary much, the way they are sent is changing quickly.

Why Do You Use Email?

Using User Behaviour Data to Deliver Highly-Customised Emails 1

Even if customers aren’t actively interacting with your content when you communicate with them via highly tailored email, you can still keep an eye on their online behaviour.

Due to their practicality and popularity, emails are a great choice for businesses looking to stay in touch with their current and potential clients.

Why User Behaviour Is Important

By predisposing factors that are uniquely customised to a given demographic, you can raise the possibility of a successful connection by understanding how people behave and what motivates them.

If you’re speaking to Singaporeans who have downloaded your app, you could want to emphasise that you’re running a promotion or rewarding the first user to sign up.

You can utilise this to your advantage in your plan because it’s usual for people to love being the first in their group to try anything new.

Messages that are Adapted to User Behaviour

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Always take into account the recipient’s behaviour while sending emails to users.

You may increase the likelihood of a successful connection by creating messages that are specifically tailored to a given demographic by learning a little bit about how people behave and what drives them.

You might want to mention that you’re having a promotion or rewarding the first user to join up if you’re chatting with Singaporeans who have downloaded your app.

As it’s common for people to appreciate being the first in their group to try anything new, you can use this to your advantage in your strategy.

How to Improve Email Content Using User Behaviour Data

Using-User-Behaviour-Data-to-Deliver-Highly-Customised-Emails-Improve-User-Behaviour

When you have a clear picture of how users behave within your organisation, you can start to optimise your content. There are numerous techniques that can assist you in doing this.

First, establish a baseline for yourself and gauge your success in relation to it.

Use this as a starting point to gauge your success and think about how simple it is for you to email consumers.

Whilst different businesses and populations can necessitate distinct tactics, you should be able to gain a rough sense of whether or not your efforts are yielding results.

Create Custom Email Content

User-Behaviour-Data -to-Deliver-Highly-Customised-Emails -Create-Custom-Email Content

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It’s simple to fall into the trap of believing that your email is a one-way communication channel when there is so much business activity going on inside your inbox.

But nothing could be further from the truth than this. After a period of sending out generic emails, you’ll notice that some of your clients start to feel like a bit of a burden.

They will cease engaging with your content as a result, and they might even unsubscribe.

You may prevent this by using personalisation strategies in your emails to make them seem more conversational.

If you sell barbeque grills, for instance, you might have observed that some of your emails are ending up in a loop since the recipient unsubscribed before falling for your ploy and visiting your website or placing an order.

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Your inbox contains more than 100 unanswered emails, which is a pain point for you because you don’t want to waste your time reacting to each person who unsubscribed.

You can address this by including a remark in the email that reads something like this: 

“Hey, there Kenny,

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We appreciate you signing up for our newsletter! Jen is debating whether or not to order our barbeque grill XYZ as we speak. After 45 days, if they’re still considering, consider giving them a discount or a free item. 

Good fortune!

Regards,

GrillPrism”

Now consider the identical case with a small modification.

Let’s imagine that you are a barbeque grill vendor and that you have seen that some of your emails are becoming inactive after the recipient has succumbed to your lure and placed an order.

When you have more than 100 unopened emails in your inbox and don’t want to waste your time reacting to each customer who placed an order, this is a problem for you.

You can address this by including a remark in the email that reads something like this: 

 

 “Hey there Sam,

We appreciate your purchase of BBQ grill XYZ! This product has been getting a lot of good feedback, and it appears that Wendy is also enjoying using it. We’ve made the decision to extend them a unique offer in appreciation for joining our neighborhood. Each $20 they spend will entitle them to $5 off their subsequent purchase. Further information is available at http://example.com/link.

Good fortune!

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Regards, 

GrillPrism

If you want to get technical, you can use an A/B testing service to determine which strategy yields the best results. In order to conduct A/B testing, you typically create two versions of a given email:

  • One with heavily customised content and,
  • One with more generic content.

You will then contrast the outcomes of these two iterations to determine which is most effective for your audience.

You can simplify this process by using tools like Google Analytics, and if you need assistance, you can use Convertri, our marketing intelligence tool, to identify the most effective email marketing strategies for your requirements.

What Makes Using User Behaviour Data In Your Next Email Campaign Justifiable?

Using User Behaviour Data (UBD) in your subsequent email campaign will allow you to target your audience with highly-tailored emails, which is the key benefit.

People are more likely to pay attention to what is being said when they can tell that the email they are receiving is specific to them.

Also, you’ll be able to send highly-personalised emails that increase engagement by figuring out the major factors that influence a user’s behaviour (i.e., the causes of the action they did) (i.e., the causes of the action they did).

To What Extent Is User Behaviour Data Helpful For Email Personalisation?

The nice thing about User Behaviour Data (UBD) is that you may use it successfully without having flawless expertise in email marketing.

You don’t need to be an expert in campaign optimisation or have the skills to track, evaluate, and analyse a wide range of performance indicators, even if you’re the one sending the email personally.

Essentially, it’s a software-based strategy that doesn’t call for ongoing care or upkeep. Starting over and disrupting your everyday routine are both greatly facilitated by this.

Are Personalising Emails The Future Of E-Commerce Marketing?

Additionally, as the solution is designed to interact with your existing CRM (like Salesforce) or email marketing platform (like HubSpot), you won’t need to worry about training new employees (like HubSpot).

As each new generation of devices realises its full potential, the way we interact and conduct business will change for all time.

Users might one day send and receive personalised emails without even being aware of them. Even if you’re not quite ready to put the finishing touches on your own customised email marketing program, you may begin using User Behaviour Data (UBD) to create a base of clients who value your items and will eventually make their way to your e-commerce store.

Once you get going, using User Behaviour Data (UBD) is simple. A piece of software that can connect to both your CRM and your email marketing platform is all that is truly required.

From there, you can easily import data on consumer behaviour, send tailored emails, and track the results.

Hence, even if your online store isn’t yet ready to incorporate a P.O. box, your consumers can still benefit from personalised communications by: 

1. Using behavioural science to gather data

Let’s first look at the classic marketing strategy of analysing email behaviour to gain insight.

Numerous businesses, large and small, rely on email marketing as a route to reach their consumers because it is one of the most adaptable and economical types of digital marketing.

The traditional and trustworthy metrics used to track email activity, such as keystrokes, clicks, and bounces, are frequently analysed by email marketing experts to gain insight into what is working and what needs to be improved.

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Another common tactic is to study the contacts who responded to a campaign the best in order to duplicate its effectiveness in different contexts.

Focus marketing, as it is known, is a strategy that was made prominent in the 1960s by the Guinness Book of World Records. Focus marketing essentially involves gathering information on customers who have already purchased from them rather than casting a wide net in the hopes that some fish will bite.

You may utilise behavioural science to increase your open rate when you regularly send out mailers to potential consumers by determining which version of the mailer was the most effective and using that model for subsequent campaigns.

If you run an online store, you can utilise website behaviour to identify the goods and promotions that led to the most purchases from visitors.

Data gathered by email is not, however, always of the same quality.

Behavioural science is a useful technique for mining email activity, but it is restricted to information that may be gathered from the channel.

Marketers must use behavioural science in conjunction with other data collection techniques to obtain more accurate findings.

2. Including A/B Testing and Surveys and Q&As

Let’s take a look at an illustration of how applying behavioural science to additional data can result in more accurate findings.

I had to come up with the most persuasive sales pitch for my own business’s new tax preparation software, ReadyForTaxe.

As a marketer, you have to know how crucial it is to test several campaign iterations to see which strategy will yield the best results.

That’s why you need to decide in conducting some A/B testing to determine the reason why some of our emails were bouncing.

Using an active voice or a passive voice, we gave respondents the choice to pitch the product in one of two ways in a survey we implemented.

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An A/B test compares two iterations of a marketing campaign; in this case, the active and passive versions of our proposal.

The test’s findings were unmistakable: the respondents preferred the active voice version (48% of them, compared to 29% who chose it).

This variant, which we will refer to as “Version A,” increased the open rate by 2% and the click-through rate by 5% over the initial version.

It’s crucial to understand that not all A/B tested variants will lead to improved performance.

This is especially accurate when numerous tests are conducted concurrently. An A/B test occasionally yields results that are even illogical.

You must identify the precise scenario that A/B testing will enhance and use it in every case if you want to achieve the greatest results.

3. Automating the Gathering of Personalised Market Data

It’s likely that at some point in your marketing career, you were given the time-consuming assignment of manually entering all of the market data for your email marketing campaigns.

Even while it can appear like a simple task that can be completed quickly, it can actually take quite a while.

The strain of manually entering all the data might grow, particularly if you send out several ads each week.

Thankfully, there are tools available to assist.

Your target consumers would respond favorably to emails that are highly customised and drawn from the three data sources we mentioned above, among many others.

The more well-known tools for doing this include Pardot, GetResponse, and HubSpot.

Simply said, these technologies offer a centralised data source that you can use to design, send, monitor, and evaluate email marketing campaigns.

This not only eliminates the need for you to manually gather and record the data, it also offers a transparent audit trail for each campaign.

In addition to making it simpler to demonstrate the return on investment for your marketing efforts, this also enables you to identify which initiatives were the most successful and may be repeated in the future.

The bottom line

Using behavioural science to email marketing can help you become more accurate and ensure that your campaigns are more successful, regardless of whether you are just starting your career or searching for methods to improve your current marketing job.

You can accomplish this by employing a platform to gather and analyse marketing data, combining surveys with A/B testing, or a combination of both.

 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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