In today’s marketing world, the campaign is king. Marketers create a promotion or offer, send a promotional message to a relevant segment of their audience (or their whole list, to our dismay), and then hope for the best. While there are ways to make one-off campaigns effective and profitable in the short-term, the long-term impact and effectiveness of a single campaign can be hard to see. To build long-term relationships with customers and drive sustainable growth, marketers need a better way to consistently reach customers with messages that will matter to them. The answer? Behavioural messaging.
Since email is still central to most marketers’ engagement and retention strategies, we’ve put together this mini-guide to help you understand the basics of behavioural email marketing, what’s possible, and how you can implement the strategy to drive growth.
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