Believe it or not, the email tactic marketers find the most engaging is one they also tend to use a remarkably low amount of the time.
Wait, what? How does that even happen?
According to a study done by MarketingSherpa, 39% of marketers believe “automatically sending emails based on behavioral cues” is the most effective and engaging strategy for email marketing in e-commerce. That topped the list, beating out strategies revolving around reward programs, subscriber preferences, sales cycles, and others. Still, a separate survey from Econsultancy revealed that just 20% of email marketers say they are currently using behavioral targeting in their efforts.
Do you hear that? That’s opportunity knocking for your e-commerce business. It’s your chance to take advantage of a great strategy most of your competitors likely aren’t using.
Behavioral email automation is a user-first approach to email marketing. With behavioral automation, your emails are finely-targeted and based upon the real-life actions and behaviors of your consumers.
Essentially, your visitors are actually in control of the emails they receive, not the marketers behind the campaigns. This is the magnum opus for email marketers — the segment of one. Batch-and-blast is a thing of the past. The future of email marketing is here and it starts with behavioral email automation. It’s about being relevant, timely, and personalized with your target audience. That’s everything in e-commerce today.
Simply consider this: What are you more likely to engage with yourself? An email that blatantly promotes a product/service or one that is directly related to an action that you just took? I know I’d pick the latter every time and most consumers are doing the same.
Behaviors are vital in creating a truly unmatched experience for your customers. It’s so important for marketers to transition to behavioral email automation if they want to keep their customers engaged. For example, if you just purchased a product, there’s a great chance you would open an email that includes relevant content such as receipts, shipping details, and recommendations to improve your experience when you receive my order.
Provide value when your customers ask for it. They’ll pay you back tenfold.
How Engine Mail can help
Engine Mail was built by 25-year e-commerce veterans based on their past experiences building their own brands and helping others do the same. The aim is to provide an email automation product that is superior to anything you’ll find elsewhere. That includes the best possible tools for deploying behavioral flows that generate results.