What is Behavioural Marketing and what role does it play in Email Marketing?

On many occasions we have talked about the power of automation and segmentation in email marketing. Today we want to join these two elements together with the analysis of user behaviour to talk about the Behavioural Marketing in Email Marketing.

What is Behavioral Marketing?

The Behavioural Marketing is a type of marketing that observes the behaviour of users in order to adapt its advertising messages to their tastes and/or needs. In other words, it seeks to deliver the most appropriate message for each user. However, it is important to note that a unique and individual message is not sent to each user, but that users are segmented and divided into different groups of consumers according to their common interests.

Doing this type of marketing involves the combination of the automation and the analysis of user behaviour. In other words, having a platform that speeds up and improves the management of our marketing strategies automatically and knowing how our users navigate. So that the Behavioural Marketing Why? Because if there is no automation, it slows down the sales cycle and if there is no behavioural analysis, it sends unwanted messages that consequently make you lose relevance.

How does Behavioral Marketing apply to Email Marketing?

There are many ways to reach the user, but you cannot act in the same way in all of them. Each of the channels uses different guidelines to analyse user behaviour. For example, in email marketing, metrics such as the opening rate and the click to open. Or in the case of ecommerce, cookies are used to track user activity in the different sections of the website.
When we elaborate a email marketing campaignIn order to do this, it is necessary to know who we are targeting and what we want to achieve. We have talked before about the importance of segmenting our users, for example by doing retargeting lists. But in order to segment, we need to have information about our users. For example, by knowing the % of conversions or the % of cancellations. These are metrics that can give you a lot of information about the impact your campaign has had and can help you to improve it in the future.

Many of you may wonder whether the use of such techniques does not violate users' privacy. As with everything, it depends on the use you want to make of it. In general, companies do not obtain personal data, they simply limit themselves to analysing browsing behaviour. According to a study by Ponemon Institute, 75% of advertisers use the Behavioural Marketing less than they would like for fear of being reported for misuse of data. However, when used, online campaigns are 50% more effective. In the case of email marketing, the user must give consent to receive newsletters and with consent agrees to have their behaviour analysed.
Gathering the different user behaviours in email marketing gives you solid information on what users like and how to create engagement.

Undoubtedly, the future of marketing lies in finding ways to capture and connect with users through different channels. As long as you respect their privacy. So, Behavioural marketing is nothing more than behavioural targeting.. The more accurate the targeting, the more likely it is that the target will become a consumer.