Behavioural Email

Targeted email marketing improves ROI

Targeted email marketing can improve the ROI of your marketing investments (regardless of channel) by converting more of the prospects already using your site. An intelligent, joined up behavioural email marketing program can achieve many important objectives including the below:

Industry research has revealed that up to 75 percent of shoppers abandon their online shopping baskets before completing the checkout process, a problem we have successfully overcome with RedEye through relevant, timely emails triggered by behavioural analysis. The excellent results, such as a 750% ROI from our pet insurance campaigns have encouraged us to extend our strategy to car insurance and home insurance, with the potential to roll out further in the future.

Stephen Paton, E-Commerce Relationship Manager, Sainsbury’s Bank

• User re-engagement
• Increased conversion
• Reduce acquisition costs
• Generating revenue

RedEye’s in-house customer segmentation tool enables you to group online prospects and customers into segments based on hundreds of different variables, including customer value, purchase history, completing any action on site or even visiting a specific page.

There are many different types of behavioural email triggers possible to enable targeted email marketing. Email triggers can vary by sector and complexity. Below are just a few examples;

• Register not purchased
• Quote and drop off during final purchase process
• Site down apology – sent to everyone on the site when it went down
• Out of stock email – offer alternatives based on what else they have viewed on site
• Returning customer not purchasing

Customer database management; a truely integrated approach

The single biggest block to rolling out a successful behavioural email marketing program is the complication of data integration. At RedEye our customer database management system by passes this block by using a single, integrated database including all web site data, all channel data, all email data and transactional data.

A true revenue generating program can end up with hundreds of email triggers. If you multiple these by tens or hundreds of different email triggers generated by customer segmentation, it can make the process impossible for many senders.  RedEye’s single integrated customer database management system is the only system available to deal with this .

How behavioural email triggers evolve

A simple starting email trigger can develop exponentially into a huge program very quickly. Below is an example of how a classic behavioural email program based on one behavioural email trigger can easily multiply into tens of behavioural email triggers.

• First behavioural email trigger: Registered not purchased.
• Second behavioural email trigger: This initial cell is split between the different types of products users registered for.
• Third behavioural email trigger: The cells are split again between those receiving an error when trying to purchase and those not.
• Fourth behavioural email trigger: Error cells are split by the specific error type (e.g. 4 error types per error).
• Fifth behavioural email trigger: The response from users causes an additional split between those returning to the website in response to the triggered email and those that do not.
• Sixth behavioural email trigger: The cells of those returning is split again between those who make a purchase (creating a conversion) and those who do not. For the users that do not purchase a new cycle of behavioural email triggers begins.

A behavioural email trigger diagram showing how one behavioural email trigger can easily multiply into tens of behavioural email triggers.