What are some creative ways to use behavioral data for email segmentation?

1 What is behavioral data?

Behavioral data is the information that you collect from your subscribers based on their actions and interactions with your brand. It can include things like purchase history, website activity, email engagement, product preferences, and more. Behavioral data helps you understand your customers' needs, interests, and pain points, and allows you to tailor your email content and offers accordingly.

2 How to collect behavioral data?

There are many tools and platforms that can help you collect and analyze behavioral data from your subscribers, such as email service providers (ESPs), web analytics, and customer data platforms (CDPs). ESPs have built-in features that let you track and segment your subscribers based on their email behavior, such as opens, clicks, replies, and unsubscribes. Web analytics tools, such as Google Analytics, can help you track and measure your subscribers' behavior on your website, such as pages visited, time spent, bounce rate, and conversions. CDPs are software that aggregate and unify data from multiple sources, such as your email, website, social media, and offline channels. They can help you create a single customer view and segment your subscribers based on various behavioral attributes and criteria.

3 How to use behavioral data for email segmentation?

Once you have collected and organized your behavioral data, you can use it to create different segments of your subscribers based on their behavior. For example, you can segment your subscribers based on their purchase behavior, such as frequency, recency, value, and product category. You can also segment your subscribers based on their website behavior, such as pages visited, time spent, bounce rate, and conversions. Additionally, you can segment your subscribers based on their email behavior, such as opens, clicks, replies, and unsubscribes. With this data, you can send a loyalty program offer to your frequent buyers, a re-engagement campaign to your inactive customers, a content offer email to your visitors who spent a lot of time on your blog, or a win-back email to your subscribers who unsubscribed from your list. This will help you inform and reassure the stakeholders, as well as provide valuable insights for improving your email campaigns.

4 How to test and optimize your email segmentation?

Email segmentation is an ongoing process that requires testing and optimization. You should always monitor and measure the performance of your email campaigns and segments, and look for ways to improve them. To do this, you can test different variables that affect your email segmentation, such as criteria, size, frequency, and content. Additionally, you can use A/B testing to compare two versions of your email campaign or segment to see which one performs better. After running your tests, you should analyze the results and look at key metrics, such as open rate, click-through rate, conversion rate, unsubscribe rate, and revenue. You should also consider qualitative feedback from your subscribers, such as comments, reviews, ratings, and suggestions. This data and insights should be used to make informed decisions and adjustments to your email segmentation strategy.

5 How to get started with behavioral email segmentation?

Behavioral email segmentation can help you create more personalized and relevant email campaigns that increase your engagement and conversions. But how do you get started? To begin, you should define your goals and objectives for your email marketing strategy. Then, audit your data to see what kind of behavioral data you have and what kind of data you need. After that, create your segments based on your behavioral data and goals. Finally, design your campaigns based on your segments and goals. Make sure to create content and offers that match your subscribers' behavior and interests, and use personalization, segmentation, and automation features to deliver your campaigns.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?