Email marketers often shy away from behavioral targeted campaigns, because it’s a challenging task. However, while it may take some initial work to get going, the reward is well worth the effort. It will also give you an edge over your competitors. If it was easy to do, everyone would be doing it, wouldn’t they? For starters, focus on email metrics such as opens or clicks and remarket to them. Remarketing on click-throughs is easier when you categorize links and key off those categories when including content blocks.
In the end, the key to relevance is all about getting the data and the offer right. Apply the 40/40/20 rule of direct marketing: the bulk of response opportunity in any direct marketing campaign comes from the list (40 percent)
and the offer (40 percent), with only 20 percent attributed to creative quality.
Conclusion: adapt your email campaign to the behavior of your recipients and watch your response rate skyrocket.