If there is still a question in your mind about whether or not it’s important to segment and target your email lists, I’d like to banish it:
So now, you’re probably asking yourself how you get in on this magic. You can segment your email list by location, age, gender, ISP, how long they’ve been a subscriber, and dozens of other criteria. At ividence, we are big proponents of behavioral targeting because it taps into implied preferences to increase relevance and find the right email offer for each subscriber.
While we use behavioral targeting for email advertising, I think it’s important to also look at how it can be used for retention campaigns as well. Mint.com does a fantastic job using behavioral targeting and automation to improve relevance. The behavioral triggers are driven by both site login data and by behavioral data based on synced financial accounts.
Weekly Financial Summary
Subject Line: Your Weekly Financial Summary from Mint.com – 05/25/2012
Subject Line: Exceeded budget for Coffee Shops
I love this because it does two very important things:
Suggested Services Emails
Subject line: You’re paying more than average for auto insurance
What’s brilliant about this is that Mint uses my past purchase behavior to find opportunities for me to save money. Opportunities that also make them money if I switch. So by making the ads they serve me more relevant through targeting based on my past behavior, Mint encourages me to open, click, and convert.
How it All Works Together
Essentially, Mint created an email experience that is all about me, while still driving me to take action, whether that’s to login to the site or explore a way to potentially save money.
The creative, the timing, the use of my data: All of it works together to benefit me. Even if I get several emails in a row (say when I login and have exceeded a budget and have an unusually low balance in an account so that I get two alerts at once), I don’t find myself irritated because it’s all relevant at that exact moment.
Keeping emails super relevant can change an experience that could be annoying into one that leaves a subscriber feeling almost pampered.
In particular, take a look at behavioral data that you have, either from within your ESP or from subscriber login data to see if you can add a benefit for your subscribers based on that data. Make sure you’re still driving KPIs (visits, purchases, etc.), but see what you can offer in return by being a smarter marketer.
What about you? What companies do you admire for their behavioral targeting in email? Or which do you think could do better?
Lynn Dalsing develops marketing strategy and content within the U.S. market for ividence. She has several years of experience in marketing for both B2B and B2C audiences. While working at high-end maternity clothing manufacturer, Ingrid & Isabel, she oversaw the development and evolution of branding for the company’s highly successful launch into Target stores.
Lynn has a passion for combining outstanding messaging with reach and engagement statistics, once describing an ESP’s reporting dashboard as the “best toy a marketer could get.” She can be reached at firstname.lastname@example.org.