Acquiring the Utmost from Behavioral Data

Behavioral data is a very valuable set of information and it is wise for any e-mail marketer to form future strategies on the basis of this data. According to the analyst firms, it helps in boosting sales as much as nine times over. The trick of the trade is making this data actionable and utilizing it, fresh.

How to get started?

There are two ways to kick it off. You can begin by chalking out your email marketing goals, strategies, and tactics, then avail the data you need to execute them. You can also start with the data that you can get from your existing e-mail marketing, transactional records, and Web analytics. Once you have them, you can align it to your email marketing goals. But do not waste much time in the chicken-and-egg dilemma. Here are four ways to use behavioral data in e-mail to reach your marketing goals.

Boost Repeat Purchases

Give your customers cross-sell and upsell suggestions into purchase and shipment confirmation messages, based on their prior purchases. Keep them posted about the newly arrived complementary, related accessories or products during or just after their primary purchase.Encourage in Making the First-time Purchase

Send them small notifications about new products on the basis of recently browsed or searched items. You can also send edifying messages that would further educate them about recently browsed products, which might take a longer decision-making process to purchase. Try to include user ratings, product reviews, and a compelling offer.

Augment Customer Retention

Segment the frequent visitors to your website from those whose frequency is gradually reducing. Target the visitors according to the segmentation with appropriate content and updates to encourage the behavior you want.

Take Advantage of the Abandoned Shopping Carts

Take a look of the abandoned shopping carts. If you have new products down the line similar to those in the abandoned cart, notify the respective audience about it. Include a discount offer, to induce them to make the purchase. Remind them of the limited time to take advantage of the offer; and reiterate your e-commerce security features and privacy policy.

Incase you don't have an abundant behavioral data, don't panic. The transaction history or the e-mail open and click-through data, and identifiable Web browsing details will provide you with the best profile of your customers. Analyzing and segmenting these data into useful audiences will help you organize and track behaviors. Concentrate on your content and messaging infrastructure in place to dynamically publish pertinent content based on your data