Segment email lists and send highly-targeted messages to prospects and customers using demographics, psychographics and behavioural data.
The article states that along with focussing on active consumer behaviours like web-page visits and lead-magnet requests, marketers should connect with audiences by tracking their “passive” behaviour. The author recommends ways to generate positive results from consumer inaction.
Sending automated email messages to people when they show interest in the product but don’t buy it, motivates them to take action and complete the desired behaviour. Marketers should clean their email list based on an absent behaviour and use that data to refine their psychographic segmentation strategies.
They should also track and follow up with contacts who don’t click on the email by sending them relevant messages. Email marketing can also be used for “win-back campaigns” that give incentives to customers who haven’t made a second purchase.
[3 minute read]