Editorial Articles

The full white paper can be downloaded from the RedEye website here

Behavioural email is the process of using actionable analytics to integrate online customer behaviour with email marketing to produce relevant and targeted email campaigns. The strategy has been around for ten years, but is still treated as a new concept in the world of email marketing. Consequently many email marketers are not using it and are therefore missing out on a huge opportunity to improve conversion and ROI.

Unlike basic triggers, behavioural email marketing utilises recent customer and browser behaviour to target future emails, resulting in more relevant, more engaging and more profitable communications from the inception of an email campaign. It is based on an online database that collects all web and email engagement information and can also be fed by offline behaviours and information.

The idea of targeting and personalising emails is becoming more widely accepted by marketers to improve open and click through rates, yet the key ingredient most marketers are missing is integrating online activity devised from web analytics.

Forrester research revealed that customers integrating web analytics data with email can generate nearly 4 times more revenue and 18 times greater net profits than marketers using simple untargeted mailings. However, according to the Econsultancy Email Marketing Industry Census 2010 only 18% of client side agencies currently do this.

One of the major issues holding marketers back from using behavioural email is basic understanding. Many marketers still confuse behavioural email with re-marketing or triggered emails. All can be effective but only behavioural email is able to send targeted email marketing campaigns to every individual user, every time.

One of the key aspects to understanding and implementing a successful behavioural email campaign is in the collection and integration of data. A high level of expertise in extracting accurate data from online activity and email interaction is essential. To make behavioural email work companies must be able to integrate all website data, all channel data, and all email data and transactional data. Using this information, segments can be developed based on hundreds of different variables of customer behaviour.

Here at RedEye, to help online marketers fully understand the concept of behavioural email, we have produced a free white paper looking at the past, present and future of behavioural email.

With 10 years experience in producing behavioural email campaigns, RedEye is the leader in behavioural email. In 2001 we worked on the first ever behavioural email campaign for William Hill and since then have delivered behavioural email campaigns for a range of clients including Sainsbury’s Bank, the AA, Liverpool Victoria, Monarch Airlines and Hotel Chocolat.

This free white paper (Understanding behavioural email and how it can improve your business) will explain the following:

• How behavioural email started and why it became so successful.
• The use of behavioural triggers today and how companies are currently using them to improve their business.
• A look at what is holding the industry back from using behavioural email and how these obstacles can be overcome.
• The importance of behavioural email to the future of email marketing.
• How behavioural email is set to evolve in the future as online marketing makes advancements in integration both online and offline.

The full white paper can be downloaded from the RedEye website here

Garry Lee
Director of Analytics, RedEye