Send Emails Based on Actual Website or Shopping Behavior
Marketers have a powerful ally in marketing automation platforms that enable behavioral marketing campaigns – letting them track subscribers’ actions while they visit customers’ business websites.
“Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.” – Annuitas Group
The bottom line is that with marketing automation, businesses gain the ability to send the right message to the right person at the right time. And the messages are highly accurate because each triggered communication is determined by an action or by data derived from the person receiving the message. Here are five examples of how behavioral remarketing can change the game for ecommerce businesses.
- Shopping Cart Abandonment
Problem: Visitors place items in their shopping cart, but do not purchase.
Marketing Automation Solution: Monitor whether a user’s cart has been abandoned or whether the user is still actively browsing the site. When the user has left the site, send targeted emails based on that information.
- Product Recommendation Campaigns
Problem: Need for more sales from existing customers.
Marketing Automation Solution: Businesses can monitor what products customers are browsing and buying and include those items (or similar items) in ongoing product recommendation emails.
- Drip Campaigns
Problem: When a sales cycle spans several months and marketers need to further qualify new and existing leads to move them further along the sales funnel.
Marketing Automation Solution: Monitor user behavior and send highly targeted emails when users engage with website content such as whitepapers, guides, and videos.
- Welcome / Onboarding Series
Problem: Marketers offer a free trial so that users can “test-drive” your product, but need to increase those trials to paid account conversion rate.
Marketing Automation Solution: Send trial users an onboarding series with useful resources such as “how to” videos, use cases, success stories, and more. Alter the messaging based on whether the trial user is actively using the trial account or not.
- Lead Qualifying Campaign
Problem: A sales team is spending too much time qualifying leads for an asset management firm. This process needs to become more effective by pre-qualifying leads and targeting those who are most likely ready to buy product.
Marketing Automation Solution: Offer reports featuring different investment ideas on the website and monitor what content users are reading and how often.
Find out how to identify customers who are ready to buy, based on their website and shopping behavior — get the StreamSend Insights Guide here.