{"id":5209,"date":"2020-07-22T08:30:00","date_gmt":"2020-07-22T08:30:00","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=5209"},"modified":"2020-07-22T08:30:00","modified_gmt":"2020-07-22T08:30:00","slug":"behavioral-email-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/behavioral-email-marketing\/","title":{"rendered":"What is Behavioural Marketing and what role does it play in Email Marketing?"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/07\/behavioral-marketing-email-marketing-1024x512.jpg\" alt=\"\" class=\"wp-image-11987\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>On many occasions we have talked about the power of automation and segmentation in email marketing. Today we want to join these two elements together with the analysis of user behaviour to talk about the <strong>Behavioural Marketing in Email Marketing<\/strong>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">What is Behavioral Marketing?<\/h2>\n\n\n\n<p>The <strong><em>Behavioural Marketing<\/em><\/strong> is a type of marketing that observes the behaviour of users in order to adapt its advertising messages to their tastes and\/or needs. In other words, it seeks to deliver the most appropriate message for each user. However, it is important to note that a unique and individual message is not sent to each user, but that users are segmented and divided into different groups of consumers according to their common interests.<\/p>\n\n\n\n<br>\n\n\n\n<p>Doing this type of marketing involves the combination of the <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/ejemplos-email-marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">automation<\/a> and the analysis of user behaviour. In other words, having a platform that speeds up and improves the management of our marketing strategies automatically and knowing how our users navigate. So that the <strong>Behavioural Marketing<\/strong> Why? Because if there is no automation, it slows down the sales cycle and if there is no behavioural analysis, it sends unwanted messages that consequently make you lose relevance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How does Behavioral Marketing apply to Email Marketing?<\/h2>\n\n\n\n<p>There are many ways to reach the user, but you cannot act in the same way in all of them. Each of the channels uses different guidelines to analyse user behaviour. For example, in email marketing, metrics such as the <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/aumentar-tasa-de-apertura\/\" target=\"_blank\" rel=\"noreferrer noopener\">opening rate<\/a> <\/strong>and the <strong>click to open<\/strong>. Or in the case of ecommerce, cookies are used to track user activity in the different sections of the website.<br>When we elaborate a <strong>email marketing campaign<\/strong>In order to do this, it is necessary to know who we are targeting and what we want to achieve. We have talked before about the importance of segmenting our users, for example by doing <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/remarketing-o-retargeting-en-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">retargeting lists<\/a><\/strong>. But in order to segment, we need to have information about our users. For example, by knowing the % of <strong>conversions<\/strong> or the % of <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/4-errores-incrementan-tasa-de-bajas-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">cancellations<\/a><\/strong>. These are metrics that can give you a lot of information about the impact your campaign has had and can help you to improve it in the future.<\/p>\n\n\n\n<br>\n\n\n\n<p>Many of you may wonder whether the use of such techniques does not violate users' privacy. As with everything, it depends on the use you want to make of it. In general, companies do not obtain personal data, they simply limit themselves to analysing browsing behaviour. According to a study by Ponemon Institute, 75% of advertisers use the<strong> Behavioural Marketing<\/strong> less than they would like for fear of being reported for misuse of data. However, when used, online campaigns are 50% more effective. In the case of email marketing, the user must give consent to receive newsletters and with consent agrees to have their behaviour analysed.<br>Gathering the different user behaviours in email marketing gives you solid information on what users like and how to create <strong>engagement<\/strong>.<\/p>\n\n\n\n<br>\n\n\n\n<p>Undoubtedly, the future of marketing lies in finding ways to capture and connect with users through different channels. As long as you respect their privacy. So, <strong>Behavioural marketing is nothing more than behavioural targeting.<\/strong>. The more accurate the targeting, the more likely it is that the target will become a consumer.<\/p>\n\n\n\n<br>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/ari-blog-e1595507824889.jpg\" alt=\"\" class=\"wp-image-11727\" width=\"349\" height=\"158\"\/><\/figure>","protected":false},"excerpt":{"rendered":"<p>En muchas ocasiones hemos hablado del poder de la automatizaci\u00f3n y la segmentaci\u00f3n en el email marketing. Hoy queremos unir estos dos elementos junto al an\u00e1lisis del comportamiento de los usuarios para hablaros del Behavioral Marketing en el Email Marketing.<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,37],"tags":[],"post_folder":[],"class_list":["post-5209","post","type-post","status-publish","format-standard","hentry","category-analisis-metricas","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 es el Behavioral Marketing y qu\u00e9 papel juega en el Email Marketing? - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/behavioral-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es el Behavioral Marketing y qu\u00e9 papel juega en el Email Marketing? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En muchas ocasiones hemos hablado del poder de la automatizaci\u00f3n y la segmentaci\u00f3n en el email marketing. Hoy queremos unir estos dos elementos junto al an\u00e1lisis del comportamiento de los usuarios para hablaros del Behavioral Marketing en el Email Marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/behavioral-email-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-22T08:30:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/07\/behavioral-marketing-email-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"\u00bfQu\u00e9 es el Behavioral Marketing y qu\u00e9 papel juega en el Email Marketing?\",\"datePublished\":\"2020-07-22T08:30:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/\"},\"wordCount\":653,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/07\/behavioral-marketing-email-marketing-1024x512.jpg\",\"articleSection\":[\"An\u00e1lisis y m\u00e9tricas\",\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/behavioral-email-marketing\/\",\"name\":\"\u00bfQu\u00e9 es el Behavioral Marketing y qu\u00e9 papel juega en el Email Marketing? 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