As crazy as it sounds, there are some voices from around the web that would have you believe email marketing needs saving. Specifically, these experts point to behavioral segmentation and its applications as the prime source of resurgence and renewed power behind this practice. To see if these claims actually hold any weight, let’s take a moment to delve into the basic argument supporting the unappreciated impact of behavioral segmentation.
What Is Behavioral Segmentation?
Naturally, a lot of the importance of this discussion is lost in translation if you’re not exactly up to date on the finer points of this process. To help get you back up to speed, the consulting experts over at MBA & Company explain that behavioral segmentation is essentially a more focused subset of traditional segmentation tactics.
Instead of relying upon standard data – like age, location, gender, etc. – this form of segmentation seeks to go beyond and answer the “how” and “why” of your connection with a certain audience. The influence of special occasions, benefits offered, consumer loyalty, and usage rate of digital tools all serve as excellent examples of behavioral metrics. The overarching point here is that to truly understanding the people that relate to your brand, it’s important to go beyond the basic statistics and data.
The Claim Behind Email Marketing’s Savior
At this point, we know the truth about the particulars of behavioral segmentation, so it’s time to answer the big question – did this practice really save email marketing? According to Bryan Gudmundson of Business 2 Community, the answer is an unequivocal “yes.”
Gudmundson posits that behavioral segmentation is the key to dispelling the oft repeated mantra of “email is dead!” By combining an analytical approach with life and environmental cues, this method stands to generate a substantial jump forward in the effectiveness and productivity of the average email campaign.
Getting down to the Truth
Of course, the only problem with this viewpoint is the misguided notion that email marketing needed saving in the first place. While behavioral marketing can definitely add a new and powerful layer to your next campaign, it’s not the “last hope” for this method of reaching out to consumers. In fact, email marketing continues to stand as the hottest digital marketing practice around.
For instance, Marketing Land’s Amy Gesenhues points out that the last quarter of 2014 saw a 70 percent jump in mobile email conversions over the same timeframe last year. Digging a little deeper, this represents a 40 percent climb in click-to-open rates and a total increase of 10 percent in the overall number of email clicks across a 12 month span. Simply put, there’s plenty of innovations that contribute to the growth of email marketing – like behavioral segmentation – but that doesn’t mean that this practice is even close to falling into the realm of digital obscurity.
Leveraging the Power of Behavioral Segmentation for Your Brand
Now that you know that email marketing is just fine, but powerful assets like behavioral segmentation can take your campaign to greater heights, let’s talk a little bit about how best to leverage the inherent benefits held within this process. As David Kirkpatrick of the Marketing Sherpa blog explains, it all starts with utilizing your existing behavioral data and building a solid foundation for the application of your segmentation techniques. Any information that helps point to how readers react – either positively or negatively – to your content is right in line with this approach.
From here, Kirkpatrick notes that mining social data can help fill in the gaps significantly. People share more about themselves online than ever before, so why not make use of this public information to bolster your understanding of what these individuals desire in high quality email content?
Once you’ve hit this point, Liga Bizune of the Marketing Profs suggests testing the waters with differing content and email tactics. For instance, firing off an offer for alternative, educational content to readers who open your email, but don’t accept your call-to-action is a strong tactic for enhancing interaction with the less active portions of your viewership.
The main idea behind all of this discussion is to find ways to grow and support your relationship with the person on the other side of the screen. People are more than just numbers, so it makes sense to go beyond the basic data and start truly answering questions about who these readers are and why they do the things they do. When paired with the rest of what you know about modern email marketing best practices, it won’t be long before this greater understanding leads to a much better showing in the inbox.