Nowadays, customers behave erratically. When you consider how many communication mediums are available, it’s no wonder they are so moody. Bouncing from pixel to ping with lightening speed is enough to edge anyone into mutable mayhem. As a marketer, observing and predicting customer behavior-especially in the media maelstrom-is key to getting noticed. To do this well, and with dividends, you must know your customers: what they do, what they like, what they view and what they buy. By monitoring these things, you’ll be able to understand exactly why your customers act, and convert the way they do. Obviously, you are going to need to start with good email marketing solutions, but this insight is worth tons in the long run.

Email’s flexibility breeds focus

Email’s flexible nature makes it especially adaptable to reader’s habits. Unlike other media, such as online advertising and one-way videos, email is the perfect tool for writing to your audience needs. That’s because email functions as a conversation-and based on user behavior, you can specifically focus that dialogue to address customer interests and patterns (click here for software that can help with this). With a behaviorally crafted email strategy, you ferret out prospect lifestyle and can then speak to these nuances. This tactic not only keeps you in their good graces, it ultimately leads to higher conversion rates. When you integrate ’smart’ email content with other online tools, you build prospect relationships that yield ongoing success.

Going crazy over engaging content

One way to maximize the impact of any message is to boost the ‘wow’ factor. There’s nothing like a tantalizing email hook to entice a hungry reader. But this ploy only works if your target is really hungry – and enticed by your message. The key is, offer up content that impresses and meshes with the everyday habits of who you’re selling to. You can do this by applying some basic psychology.

In order to understand how to connect with your customers, you must understand how they react. As you hone your understanding, keep these basic behavioral categories top of mind:

1. Activities

2. Interests

3. Past purchases

4. Viewing habits

5. Other traits specific to website, email campaign, or media engagement

Travel inside your audience’s brain

Research from multiple sources and from clients consistently shows that sending the right person the right email message at just the right time can, obviously, significantly drive email marketing ROI. Ensure you’re a reliable email partner
Establish a consistent and trusted pattern of email communication with your customers. For humans, most routines are hard to break and this will play in your favor.

2. Divide & segment your list
Make sure that you keep track of customer responses and repeat behavior of each email segment. Over time, patterns will emerge-such as clicking on certain ads or special offers-and you can adapt your sends accordingly.

3. Give your loyal subscribers a reward
Use your email marketing newsletter to promote your business’ loyalty programs. Doing this will also result in improved click-through rate.

4. Sound like your readers
Write email in the voice of the customer-literally. By doing this, you will be lifting your conversion rate by more than 20%.

5. Remember history repeats itself
Single out users who have purchased in the past. Develop these propensity models as a regular part of your monitoring process. With the data, you can customize dynamic emails with the most relevant content.

6. Pay attention to abandoned conversion funnels
Use website analytic data to target specific emails based on browsing activity and abandoned shopping carts. Response emails can be extremely targeted and produce an immediate revenue stream.

7. Sprinkle in up-sells
Make sure you create newsletter messages that either drive people to your site or cross-sell your other services and solutions.
Note, be careful to follow CAN SPAM rules with opt-outs, but leverage the opportunity while you have it.

8. Email reminders to your customers
Send out re-order reminders to your subscribers. Set up triggered emails based on previous purchase behavior to automatically send. Test for timing, content and offers to monitor engagement behavior.

9. Be light on the sales pitch
Make sure that your subscribers know all the different ways to purchase besides online. There are many people who, even still, are hesitant to purchase anything online. If you throw web offers and ads in their face, you will scare many customers away. It’s great when customers can be tracked by purchasing online, but make sure that your subscribers know that they can purchase your products offline too!

10. Send out email surveys
Follow-up with your customers after they have converted to strengthen the connection. Send emails that gather market research and involve customers in product development and/or customer service reviews.

Doing this really helps customers feel connected to your brand. It also gives you the opportunity to drive additional purchases and show customers you value their business and opinions.

11. Prevent lapses & inactivity
Apply data to create campaigns that divert poor behavior, such as consumer inactivity. Some marketers use offers, while others have success with simple reminders about program and product benefits.

Consider the future

Email has proven itself as a revenue-building asset for years. Scalability, flexibility, and customization make it a choice that marketers can count on to deliver results. Surges in media outreach and digital storytelling simply build on email’s inherent power to connect and produce ROI.

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