How to use behavioural data to send ultra-personalised emails

As we have said many times in our blogIn the world of email marketing, personalisation is no longer an optional strategy, but a necessity. However, go beyond the classic "Hello [Name]". requires a much more sophisticated approach.

Today, behavioural data has become a very important resource for connecting with our audiences in an impactful, timely and personalised way. But what exactly is this data and how can it be harnessed to transform the user experience?

In this post, we will see how we can leverage behavioural data to design emails that really impact your subscribers. In addition, we will also learn how to interpret user actions and turn that information into personalised experiences that improve our marketing results.

First of all, what is behavioural data?

When we refer to "behavioural data", we are referring to the actions users take during their interaction with your brandWhether it's on your website, mobile app or through your emails.

These actions may include product browsing, link clicks, purchase history, interactions with previous emails or even time spent on specific pages.

For example, if a customer repeatedly visits a product page but does not make a purchase, that behaviour reveals an intent that you can leverage in your email marketing strategies. This type of information is a treasure trove for brands, as it allows them to better understand the preferences, needs and key moments of users.

Behavioural personalisation

When you use behavioural data to personalise your emails, you don't just send messages, you create experiences. Let's take the following scenario: imagine receiving an email that seems to be designed especially for youby mentioning products that really interest you or by reminding you of a pending action.

This sense of importance significantly increases open, click-through and conversion rates.

For example, an ecommerce can send an email with product recommendations based on the user's browsing history. If someone was searching for running shoes on your site, an email with a selection of the best-selling models in that category will have a much greater impact than a generic message with a variety of offers.

Strategies for harnessing behavioural data

Dynamic segmentation: Behavioural targeting allows you to group users according to their actionssuch as "returning customers", "cart abandoners" or "new subscribers". This approach ensures that each segment receives messages of interest, increasing the likelihood of interaction.

Intelligent automation: Set up automation flows that react to user actions in real time. For example, a cart recovery email can include a special offer to incentivise purchase, while a welcome message can be adjusted based on the pages visited by the new lead.

Personalised recommendationss: Use artificial intelligence tools that analyse behavioural data to suggest products or services that match the user's interests. This not only enhances the customer experience, it also increases the average value of transactions.

Re-engagement emails: If you detect that a user has not interacted with your emails or website in a while, send a personalised message with eye-catching content, such as exclusive discounts or news based on their previous preferences. In this post which we published in our blog previously, we talked more in depth about this topic.

The balance between personalisation and privacy

As we leverage behavioural data, it is also essential to respect users' privacy. Make sure you comply with data protection regulations, such as the GDPR, and communicates transparently how you collect and use this information. In addition, it is also advisable to provide clear options for users to manage their privacy preferences.

Ultimately, behavioural data is a tool to improve your email marketing strategy. By using it creatively and responsively, you can deliver experiences that connect with your subscribers on a deeper level. In a day and age where standing out is key, ultra-personalised emails become a competitive advantage you can't ignore.