90% of consumers say they find messages from companies that are not personally relevant to them “annoying.”
This piece recommends marketers should use behavioural targeting to make emails more personalised and relevant to their audience. Behavioural targeting can help brands craft compelling emails and retain customers regardless of the type of content.
However, when marketers don’t have access to their customers’ behavioural data, they should consider tracking other activities like the amount of time a user spends on the brand’s website, the number of pages visited, searches and clicks. Marketers should also monitor the channels that consumers use to interact with the brand, including purchases and payment gateways.
The author suggests brands should craft emails based on individual customer journeys. Behavioural targeting can help marketers tailor messages based on individual interests to enhance customer experiences as well as drive better business results.
[11 minute read]