| Behavioral targeting is a method that is catching on | | | | By analyzing the data you have on their purchasing |
| like wildfire in the email marketing industry. Its wider | | | | habits, you can deliver an offer right around the time |
| spread adoption is based on the theory that past | | | | they are getting ready to buy, pique their interest, |
| behavior is the most effective way to predict what | | | | and possibly increase how much they spend at |
| consumers will do in the future. The hype around this | | | | checkout. If this is the same customer who |
| technique is justified and becoming more proven as | | | | purchased your tennis goods, you could follow up |
| more of the top internet brands execute it with | | | | with a nice promotion offering a discount on a related |
| success. Following are some of the common types of | | | | item that might compliment their collection. It is a |
| behavioral data and how they can be put to good | | | | simple strategy that can turn out to be extremely |
| use in email marketing. | | | | effective if executed correctly. |
| Campaign Data | | | | Preference and Survey Data |
| As an email marketer, the most practical place to | | | | The information you collect from surveys and |
| start with behavioral targeting is your campaigns. | | | | preference options is equally effective as behavioral |
| Making use of the data gathered from your | | | | data. Many email marketers set up a preference area |
| campaigns can go a long way in helping you achieve | | | | on a website that allows subscribers to choose how |
| greater relevance and better results. Opens and clicks | | | | they would prefer to receive their communications. |
| both represent data that you can leverage to target | | | | Since they are already telling you what they like, this |
| your audience based on behavior. For instance, after | | | | data can easily be eased used to tailor your |
| taking a look at your reports and noticing that a | | | | marketing content in a way that suites their tastes. |
| certain group of subscribers opened your message | | | | Survey data has similar benefits as it translates into |
| containing an offer on tennis rackets, you could | | | | opinions and feedback that will help you nail down |
| entice them with subsequent email offers on tennis | | | | relevance. Several marketers fail to use this data to |
| balls, shoes and other related items. The fact that | | | | its full potential, but after knowing how valuable it can |
| those recipients opened your message shows that | | | | be, there should be no reason for you to end up in |
| they have an interest, and this should be viewed as | | | | the same category. |
| incentive to target them with offers and sales. | | | | Working with behavioral data may seem complex and |
| Purchase Data | | | | intimidating on the surface, especially if you pay |
| Purchase data is also an effective weapon in the | | | | attention to all the technology behind it. Hopefully this |
| game of behavioral targeting, particularly because it | | | | article showed you how simple and effective it can |
| can be used in such a variety of ways. As an | | | | be. More than likely, this is all data you already have |
| example, let us say you have a customer who buys | | | | at your disposal, so make the most of it, and it will |
| something from your online store every two months. | | | | return the favor in rewarding fashion. |