How to use Behavioral Data in Triggered B2B emails

Apart from giving the information necessary to drive the purchase decision, email marketing best practices can help build trust and engagement with clients. To provide a personal experience, you must first understand your prospects’ behavior on your website.

These are the triggered email campaign, which sends messages that respond directly to consumers’ behavior on your site or any action that indicates their interest in your products.

Based on behavioral data, campaigns can yield high ROI. Triggered emails have a CTR of 152% more than traditional emails, and autoresponders have a 4x higher open rate than generic emails at 73%. According to Email Monks data, This strategy is particularly useful in e-commerce due to abandoned cart campaigns. However, it can also be used for B2B businesses.

What are Behavioral Triggers? Do You Need Data?

These are interactions that people have with your company or online actions. Analyzing these behaviors can help you understand why your prospects are acting in specific ways. This will allow you to gain critical insights that will help you optimize your campaigns for acquisition, conversion, retention, and all lifecycle phases.

These B2B data points include past purchases, browsing history, help desk interactions, and webinar attendance.

Offline interactions can also be used as behavioral triggers. For example, when you collect names and email addresses at trade shows or conferences. You can also encode the information in your CRM database after the event so that you don’t waste any leads you have acquired offline.

Trigger Email Marketing Campaigns Based On Behavioral Data

Triggered email campaigns are activated based on behavioral data when your leads meet predetermined criteria. This will require you to determine which consumer behavior, or combination of actions, will trigger these types of emails.

1. Email to welcome or introduce yourself

A welcome email is typically sent to all new leads registered for your newsletter or provided with an email address. The welcome email can also be triggered by other user behavior, such as event registrations, software or eBook downloads, and account activation.

To invite users back to your site, a welcome email series can send out a few days following the action. Welcome emails often include free content or products to encourage users to interact with your company.

2. Lead Nurturing Email

Don’t let leads go unrecognized. After completing a form or engaging in other activities that indicate their interest in doing business with you, send them an email. This type of message can be triggered by certain behaviors, such as confirmation of webinar attendance or following up after a trade show or sales meeting.

Please get to know your prospects by nurturing them. This can be done by sending them emails with a link, button, or link that takes them to a survey. You can share any additional information you collect with them until they close the deal. Then, you can send them relevant whitepapers, case studies, or eBooks to help them understand their needs. You can also showcase your industry expertise with this precious content.

3. Post-Purchase Email

Customers usually give you their email addresses when confirming an order or registration. Because most customers use the order receipt email as a starting point, you can promote it with order-receipt messages. Personalizing the receipt with related or recommended products can make it more effective. However, the primary focus should be on the transaction.

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