Email marketers often shy away from behavioral targeted communication. Maybe it just seems too challenging? But although it may take some initial work to get going, you’ll find the effort rewarding. And that’s just what gives you an edge over your competitors. After all: if it were easy, everyone would be doing it, right?
How do you start? Focus on email metrics such as opens or clicks and remarket to them. The easiest way is to categorize links and key off those categories when including content blocks.
And keep this in mind: when it comes to relevance, valuable data outrules copywriting. The bulk of response opportunity — which is about 40 percent — in any direct (e-)marketing campaign comes from the list.
Conclusion: With some clever research, behavioral targeting can be the golden key to better results!