5 Email-Marketing Strategies to Conquer Consumer Inaction
Start creating list segments based on actions users don’t take.
5 min read
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Email-marketing segmentation has been proven to boost campaign results, and thanks to modern automation features, it’s easier than ever to segment email lists and send highly targeted messages to people based on demographics, psychographics and behavioral data. As these tools get more sophisticated and deeper integrations become available between tools, websites, social media platforms, shopping carts, etc., the potential to segment audiences using unique behavioral data grows more robust.
While most marketers focus on active consumer behaviors like web-page visits, lead-magnet requests and opt-in form submissions, there’s a significant opportunity for businesses to connect with audiences by tracking more passive or inactive behavior. Here are five examples of common consumer inaction that you can develop email-marketing strategies around to generate positive results.
1. No purchase made.
If someone takes the time to show interest in your product but doesn’t buy, you need to make another effort to close the sale. By setting up an automated email-message campaign triggered to send when someone displays a behavior that shows they’re interested in your product but doesn’t buy, you’ll have an opportunity to nurture them and motivate them to take action and complete the desired behavior.
2. No email opens.
Any time a person on your email-marketing list opts not to open your messages, it could negatively affect overall deliverability. That’s why it’s important to set up automated email campaigns that cleanse your list on an ongoing basis.For example, you could set up a campaign to remove all contacts who haven’t opened a message in the past three-to-six months. In addition to cleaning your email list based on an absent behavior (i.e. opening your messages), you can also use the data to refine your psychographic segmentation strategies. If a recipient opens all of your messages except those about a specific service, you can use that data to deliver more relevant messages in the future.