30th of June

29 Inspiring Examples of Behaviorally-Targeted Emails You’ll Need to See to Believe


When it comes to creating behaviorally-targeted marketing emails, we could all use a little inspiration.

After all, there are so many potential actions a customer can take that would trigger an email – how do you decide which ones are worth investing the time to create? Below are some of our favorite examples from brands across a wide range of industries. In addition to the examples, you’ll also get invaluable tips on what makes them so appealing to the customer. Read on for all the details.

  1. Onboarding Email Examples

  2. Airbnb
  3. Runkeeper
  4. Kissmetrics
  5. Asana
  6. Cart Abandonment Email Examples

  7. Pinterest
  8. Chewy
  9. Adidas
  10. Upsell Email Examples

  11. Men’s Health
  12. Women’s Health
  13. Dropbox
  14. Spotify
  15. Harry’s
  16. Follow-up Email Examples

  17. MeetEdgar
  18. Airbnb
  19. OptinMonster
  20. Kickstarter
  21. Pinterest
  22. Codecademy
  23. Bodybuilding.com
  24. Upwork
  25. Notification Email Examples

  26. Slack
  27. Redfin
  28. Spotify
  29. Netflix
  30. Quora
  31. Facebook
  32. Trial Ended Email Examples

  33. Avocode
  34. Kissmetrics
  35. Shopify

Onboarding Email Example

Onboarding is the process of getting a user or customer acclimated to your brand and product. Although it’s most often used in human resources departments to get an employee up to speed on company culture and processes, it can also be used in email marketing to help prospects become more comfortable with your product or service and more receptive to an offer.

Airbnb

airbnb make yourself at home email

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Airbnb immediately tickles your travel fancy by showing you the average rate of places in a variety of cities that are perfect to visit in the fall. Whether you love the foliage of Vermont or the azure skies of New Mexico, you’ll be tempted to start clicking right away.

This is a great way for Airbnb and its hosts to make extra money during typical travel downtime. Since the summer rush is over, homeowners in popular areas may be looking for ways to keep up their earnings in the off-season. This onboarding email welcomes clicks with open arms while appealing to customers who want to avoid the summer crowds. The SuperHost mention also helps newcomers know what to look for when choosing a place, so they feel safer and more secure in their decision.

Runkeeper

Runkeeper is an app that helps you track and save your runs and other physical activity. But if you haven’t used the app or a fitness tracking device before, where do you start? Many people never take the time to start an activity even if they have the tools because getting started can be confusing and challenging.

RunKeeper’s onboarding email helps take all of the mystery out of logging fitness activities with this step-by-step example. Whether you decide to track and save your runs through the website or through the app, these simple instructions and the large call to action button will help make the process much simpler and easier to understand.

Kissmetrics

As an analytics and engagement platform, Kissmetrics requires a pretty extensive setup process – which makes onboarding crucial. There are a number of steps a user has to go through before they can really start using Kissmetrics and getting the full value out of it. The first step is installing the JavaScript. After a user does that, they receive this email:

javascript javascript installed email

They also include the progress bar, to see how far along they are in completing onboarding as well as the next steps they need to take.

Asana

Asana makes it clear how many emails the new will receive, and the CTA is unmissable – just click the Play button to get started.

asana new user onboarding email series

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Cart Abandonment Email Examples

Cart abandonment reminders are one of the most common types of behaviorally targeted emails. But that doesn’t mean they have to be bland or canned-sounding responses. Check out what these companies have done to make their cart abandonment emails more enticing to the recipients:

Pinterest

pinterest cart email

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Pinterest always does a good job with their emails and this one is no exception. If you’ve pinned an item that’s for sale, but you ultimately don’t purchase it, Pinterest will notify you not only to remind you of the item, but when the price is lowered on it as well. So not only does the user get a reminder that one of their for-sale pinned items is still available, but that they can also get it at a discount — a win-win in the customer’s eyes!

Chewy

chewy saved your cart email

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Sometimes the simplest, most direct emails are the best — and Chewy.com demonstrates this perfectly with their saved cart emails. Not only do they give you one-click access to view your cart, but also let you know how you can save by enabling autoship.

They further help seal the deal with mentions of free shipping when you spend a certain amount, 24/7 customer service, easy returns and a satisfaction guarantee. And should the user have any questions, there’s a fully staffed customer service toll free number ready to lend a paw.

Adidas

adidas out of stock cart email

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Adidas has a unique spin on how they handle their shopping cart. Rather than leaving you empty handed when the item you’re looking at is out of stock or otherwise unavailable, they’ll send you an order update when the item is back in stock. You can then choose to continue shopping or browsing. But rather than keep you waiting forever, this email notification only updates you if the item is found within two weeks.

Upsell Email Examples

But wait, there’s more! Upsell emails are designed to make you an irresistible offer. These brands have learned that the more enticing the upsell, the more likely you’ll want to take advantage of it. Each one of these brands has approached it in their own unique way, however, that fits in perfectly with their end conversion goals.

Men’s Health

mens health upsell email

This email comes from a Men’s Health online program called MetaShred. It’s a free day-by-day workout plan delivered by email. This email, sent on day 1, showcases not just the steps to take, but why you should do them. Each day a new muscle group exercise is sent via email, so the user is never left feeling bored or uninspired.

On the last day of the free workout plan, an upsell to MetaShred Extreme is provided. But rather than the focus being all about the paid program, the author of the course still focuses on providing value through tips and suggestions:

The free offer is essentially designed to give readers a taste of what the Extreme version is like — without the hard sell on the paid version. Every email is all about delivering value, which in turn makes users more comfortable with taking them up on the offer to the more extreme version after they’ve seen results from a week of following the free plan. In the reader’s mind, if this is what the free version is like, the paid one must be even better!

Women’s Health

womens health magazine subscription email

Women’s Health magazine follows a more visually oriented approach – tempting users with a free issue first and foremost, along with a whopping 15 different guides on everything from eating better to better sex. When you load the free offer with other items of similar value, and no obligation to continue, people will often take the initiative to try things out — if only just to get the freebies.

However, what often happens is that the advice is helpful to the point where they’d like to continue receiving the magazine and learning even more tips — which in turn opens up the opportunity for even more upsells in the future.

Dropbox

This list would be remissed if it didn’t include a collection of emails from everyone’s favorite online storage service. And Dropbox doesn’t disappoint. When you first sign up, you’re encouraged to download the Dropbox app on your phone and computer:

dropbox onboarding email

But that’s only the beginning. Once you install Dropbox, you’re given the next step:

dropbox linked to computer email

The user can continue following the guided tour online, but even after finishing the setup process, Dropbox still nudges the user to install it on multiple computers – without being intrusive:

dropbox download email

As the user continues to work with the program, Dropbox will periodically send emails offering more space — either by referring friends, upgrading to the Business suite and so on. It only does this if the user’s existing Dropbox space is getting a little cramped, so these perfectly timed emails represent the perfect opportunity to gently guide the user from free to paid status.

Spotify

While Spotify receives the majority of their revenue from user subscriptions, they have another revenue channel – merchandise and concert sales. If you listen to any specific artist enough, you’ll receive offers when the artist goes on tour.

spotify lcd soundsystem early access email offer

These emails are behaviorally triggered because the user listens to a particular artist and receives an email based on their listening history. This makes them very targeted as well.

Harry’s

Harry’s, the shaving company competing with Dollar Shave Club, sends this upsell email to customers.

harrys foaming gel upsell email

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Since Harry’s sells shaving products, this foaming gel is relevant to 100% of their customer base. So when they release a new shaving product, they can email their entire customer base and know there will be interest. Or, to behaviorally target them, they can be sent to customers who recently purchased, or may have purchased a shaver without a shave gel.

Follow-up Email Examples

Not quite a cart abandonment email, but not quite an onboarding email, follow-ups fall somewhere in between — often teaching the user a new tip or trick to getting the most out of their favorite services. These can be sent to users who have signed up but not completed the process, requested an invitation but not followed through, or who simply haven’t logged in for awhile.

MeetEdgar

meetedgar follow up email

MeetEdgar is a social media management and integration suite, and they start off their onboarding process after you sign up by asking you a simple yes or no question about how you currently manage your social media updates. They follow up by letting you know how much Edgar will simplify your social media management, and the large call to action button makes it plain to see precisely which action they want you to take.

If you don’t respond, however, they follow up with another email – encouraging you to accept the invitation to “MeetEdgar” and then sprinkling in a few testimonials sharing how Edgar has helped others:

meetedgar drip email

If that still doesn’t encourage you, they decide to switch tactics a bit, and focus less on you meeting a digital cephalopod and more of you meeting and working with a human being:

meet edgar schedule demo drip email

With your Outreach Specialist, you can then schedule a demo to see how the platform works. Further follow-up emails invite you to participate in a Getting Started webinar, and so on — demonstrating that Edgar has his tentacles in a wide variety of channels to make users feel more comfortable and empowered in how they manage social media.

Airbnb

Been looking at a specific location on Airbnb? Expect to receive an email with top destinations at that location:

airbnb destinations triggered email

These types of retargeting emails will only work if you’re an Airbnb user and logged in while browsing those locations. Amazon sends similar emails when they email you about items that are similar to the ones you’ve been shopping for.

OptinMonster

This optin plugin has a very clever set of follow-up emails that bank on urgency to encourage the user to take action. The first is a simple check-in with the subject line – “is everything ok?”

optinmonster everything okay drip email

This follow-up email is a hybrid — it looks like an order fulfillment “oops!” at first glance, but mingles in elements of a typical abandoned cart message as well. If you don’t follow through with your purchase, however, things turn a bit more concerning:

account on hold optinmonster email

This type of “one on one approach” — that “I found your order” and that “your account is on hold” may be enough to spur action, but unlike other emails in the onboarding collection you’ll find here, there’s no compelling reason to want to continue with the order process. Where are the user testimonials? The demo or getting started video?

This should serve as a reminder that urgency alone isn’t often enough to seal the deal – even if it’s targeted by a customer’s behavior. OptinMonster makes another last ditch attempt with another compelling subject line:

optinmonster deleting account drip

“I’m deleting your account” sounds pretty harsh.The open rates on this email might be decent, but one has to wonder if this sense of “your account will be gone forever…but it can still be saved!” is a bit too dramatic. Remember, you catch more flies with honey than vinegar.

This set of follow-up emails was included in this list as it may be the right angle for some services. However, I’d suggest that if you are creating a follow-up sequence, to try out the Edgar approach over the OptinMonster one, as I personally wouldn’t be inclined to take any action if there was a risk of my account being deleted – even if it is a bluff.

Kickstarter

Kickstarter is great for getting funding for projects and ideas – but what happens after your idea is funded? To avoid people using the system once and leaving, Kickstarter sends this follow-up email when a user’s project is successfully funded. It not only provides tips and insights into what makes a successfully-funded project really shine, but also how to keep project backers in-the-loop.

kickstarter abandoned user email

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Pinterest

Pinterest’s emails are always a treat for the eyes, and the marketing brain. Here, they encourage users to follow up by starting a conversation around a pin (or sending one back). Many people who use Pinterest for the first time primarily use it to save pins to their pinboard for future inspiration. But there are many more uses for Pinterest, and this follow-up email encourages users to get back into the action and start conversations around their favorite pins.

pinterest followup email

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Codecademy

SaaS companies need their users to login and use the product. If they aren’t logging in, they aren’t using the product. And if they aren’t using the product, they aren’t getting value out of it, which means churn is inevitable.

Here’s the email Codecademy sends when a user stops logging in and taking a course:

codecademy follow up email

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This email encourages the user to “join the crowd” and keep coding.

Bodybuilding.com

As an e-commerce company, bodybuilding.com sends their customers emails if they haven’t ordered in a couple months:

bodybuilding.com come back 10 percent off order

While this email seems like it’s coming from the CEO, it’s actually triggered after their system sees that the customer hasn’t re-ordered.

Before that email is sent, they send a follow-up email to get the customer re-engaged with the content area of their site:

bodybuilding.com promoting content

In some cases, they’ll point people a specific article that is related to their purchase:

bodybuilding.com follow up email

These customer service emails are great because they let the customer know that they care about their order, makes it easy to email them, and keeps them engaged with the company.

Upwork

Freelance marketplace Upwork (formerly known as oDesk) sends an email to users after they stop using the services for a few months.

upwork customer win back email

The subject line for this email was, “Save $100 when you come back to Upwork”. $100 in free work may seem like a lot, but it can be enough to entice an abandoned user to come back and try the service, and they may end up spending more that it makes up for the cost that Upwork has to expend up front.

Notification Email Examples

These emails are sent as a result of inactivity or simply when new things happen and the user hasn’t been seen it yet. These emails serve to alert your users of important activities going on in your app or store.

Slack

If you’re a Slack user, you’ve undoubtedly received the email notification when someone sends you a message that you haven’t read.

slack unread message sent email

These sort of “inactivity” emails are a very common triggered email. They’re similar to an e-commerce sending emails to customers who haven’t ordered in a while, or have abandoned their cart.

Redfin

Looking to buy a home? If you use Redfin and are looking in a specific area, Redfin will send you a monthly “market report” that contains all the market details for the area that you’re looking at.

redfin triggered email

They’ll also send you emails when new homes are available in the area you’ve been searching.

redfin new homes available triggered email
What’s great about this email is the format and CTAs. You have two options – view more details or go straight to scheduling a tour.

Spotify

For Spotify, a listening user is an engaged user. If they’re listening, they’re engaged and getting value out of the product. And part of staying engaged is listening to new music from their favorite artists. So when Spotify knows your most-listened to artists, they’ll send you an email when they release new music.

ryan adams prisoner spotify release email

The CTA “Listen Now” takes you straight to listening to the new album.

Netflix

Much like Spotify, Netflix will send you an email when a show you’ve been watching releases a new season.

netflix triggered email

They’ll also send a “suggested” show based on your viewing history and rating.

netflix adds new show you may like

And if you’re not interested in the new suggested show, they have popular options that just dropped.

Quora

Quora wants most or all of their users to be registered. And there’s a reason for this – they want to know who you are, what you’re reading, so they can send you emails with new threads that are relevant to your interests. If you’ve been reading about airplanes or have it as a topic of interest, they’ll send you emails to new threads, threads with new answers, or threads you haven’t read yet.

quora reading digest behavioral email

And this goes for all topics – it isn’t just airplanes. They may also send you more popular threads that may not be a topic of interest to you, but nevertheless get you to open the email and click through to the app or website.

Facebook

Been out of Facebook for a while? Prepare for a barrage of notifications and emails telling you what you’ve been missing. Facebook will do everything short of sending Mark Zuckerberg to knock on your door and ask you to log back in.

Facebook someone commented on someone's status email

These notifications, while annoying, often work for a company like Facebook. They exploit the fear of missing out in people, which causes them to log back and start using Facebook and being a part of the community once again.

Trial Ended Email Examples

Goodbye doesn’t have to mean forever – and these example behaviorally-targeted emails perfectly demonstrate that although the free trial is over, the really good stuff is just getting started.

Avocode

trial ended behaviorally triggered email

If you design layouts regularly in Adobe Photoshop and want to convert them to an app format, Avocode is an intuitive way to do just that. But if your trial ends, does that mean all your designs are gone too? Fortunately, that isn’t the case. After your trial ends at Avocode, you’re encouraged to continue the service and reinstate access to your designs by simply entering your billing information.

Kissmetrics

Kissmetrics’ email focuses on what the user will get if they don’t upgrade the plan.

kissmetrics upgrade plan email
The two CTAs make it clear what the next step is – upgrading the plan so they can keep using the analytics & engagement platform.

Shopify

store closed triggered email

Much like Avocode, online store platform Shopify follows a similar tactic in letting users know that their free trial store is closed, but that it’s easy to reopen and get back to selling as long as you enter your billing details and pick your plan. Should the user have any questions, a toll free number or online contact form are available within a single click to help.

With both of these trial ended options, the user’s data is kept intact at all times, and they only need to enter billing details to get back up and running. This is an excellent strategy not only for helping build customer goodwill and retention, but also one that demonstrates the company’s service in a way helps build trust and credibility.

Getting Started with Behaviorally Targeted Emails

By now you should be bursting at the seams with new ideas for your behaviorally targeted emails. But how do you get started?

Kissmetrics Campaigns is a great way to start creating behavior-based emails and improving customer engagement while increasing retention rates and lessening churn. Learn more about Kissmetrics Campaigns by watching the video below:

And if you’re already using behaviorally targeted emails in your campaigns, tell us about it! Have you used any of the methods or strategies shown here in your own campaigns? How did they work out for you? We’d love to hear about your triumphs and success stories, so be sure to share them in the comments below!

29th of June

The Power of Email + The Psychology of Social Proof = The Social Email


Out with the old, and in with the new. That’s the expression. The old? Email marketing. It’s just so 2010. The new? Social…media, proof, marketing.

Just look at the proliferation and popularity of social media platforms – Facebook alone has 1.94 billion monthly active users – and the increasing use of social ads. Facebook again leads the charge, earning $7.857 billion in the first quarter of 2017 from advertising revenue.

So, goodbye email. Hello all things social. That’s the way of the future.

But the thing is, no one told email that it’s past its prime. In fact, it continues to run circles around all other marketing tactics. Email marketing alone drives as much revenue as all other digital channels combined according to a survey of US marketing execs.

The most recent research says there are roughly 3.7 billion email users worldwide (makes Facebook look puny by comparison, no?). We send a collective 269 billion emails each day, and that’s predicted to hit just under 320 billion by 2021.

Email is far from obsolete. It’s far-reaching. It’s effective. And it’s still growing.

email marketing acquisition and retention
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consumers prefer at least monthly promotional email
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Email is where it’s at. Still. It’s affordable. It’s easy. It’s fast. It checks all the boxes. It absolutely must be part of your marketing plan.

“If you’re not building an email list, you’re an idiot.” ~ Derek Halpern, Founder of Social Triggers

Harsh, but so very true.

But here’s the kicker: you can make your email marketing – a wonderful tactic all by itself – even better. In the email vs social debate, it’s not an either/or choice.

Use both. Together. Ladies and gentlemen, the social email.

The Power of Social Proof

This is not an article on email marketing best practices, per se. There are plenty of those out there. Instead, we’re going to look at just one tactic. Just one often overlooked strategy you should be using with your email marketing.

Social proof. And it’s a lot more than just social media.

Together, it combines the power and effectiveness of email with the popularity and psychology of social proof. That’s a dynamic duo.

What is Social Proof?

Ever choose a restaurant because of how many rave reviews it had on Yelp, or decided to subscribe to an online business because of the number of fans, likes, or followers they have? That’s social proof in action.

Put simply, people trust people, not ads or self-promotion. We want to see or hear or read about others using, enjoying, and succeeding with a product or service before committing to it ourselves. Safety in numbers.

social proof stars

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It plays off our basic human need to belong. Our behavior is influenced by what the majority is already doing. We want in that group.

Social proof is so compelling that Robert Cialdini made it one of his six “weapons” of persuasion in his landmark book Influence: The Psychology of Persuasion.

You want that kind of strength in your email campaigns. And you can get it.

Email + Social Proof = The Social Email

Adding a dose of social proof to your emails is easy, and there are many ways you could do it. Finding the right one is a combination of research and testing on youraudience.

Ratings, reviews, media logos, testimonials, endorsements, trust badges, shares, social counts, case studies, user-generated content, and more.

To get started, try these 4 workhorses and build from there.

Show Them the Numbers

Everyone gets numbers. Simple. Straightforward. If you have 207,000 subscribers, mention it. If 87% of first-time buyers become repeat customers, tell them. If users save an average of $73/week using your service, highlight it. If you have 22,000 clients, include it in your headline or subject line.

Impressive numbers establish trust, increase your credibility, and appeal to our sense of wanting to belong. Use it.

While you’re at it, make it easy for them to share your email content by including social sharing buttons. Just keep it reasonable: 2-3 seems to be the sweet spot. Too much choice and they won’t bother. Neil Patel saw a 29% decrease in sharingwhen he went from 3 to 5 sharing buttons.

What’s the Word?

Reviews, ratings, and testimonials are the simplest and most effective way to leverage social proof.

Nearly 70% of Americans turn to review sites when making a purchase decision, while 82% look for recommendations. Remarkably, 84% trust online reviews as much as a personal recommendation.

So include them at the bottom of your email. Use real photos of real people whenever possible. Link to favorable review sites.

You can even feed this machine by using a “Review This Item” link in confirmation and receipt emails. 70% will leave a review if asked according to BrightLocal.

The Halo Effect

By including the names and logos of well-known brands that you work with or have used your product, media outlets that have featured you or your brand, or awards you’ve won, you can harness the power of the halo effect.

kissmetrics social proof on homepage

Because people already know and trust recognizable brand names and logos, they tend to have a higher, more positive opinion of you by association. And that typically means more conversions.

It’s best to use logos that link directly to the corresponding article, press release, or website. Quicksprout saw their CVR dip by 9.9% when they removed logos from their site.

The more famous and favorable the logo or award, the stronger the halo effect for you. An “As Featured In” or “Awarded/Certified” blurb in your email signature shows them you’re legit and can be trusted.

The Case Study Nudge

For more expensive purchases or lengthier commitments, you may want to include a case study to give them an extra little push.

Case studies are social proof to the nth degree, your greatest hits, your best side to the camera and best foot forward. It shows exactly how real people or businesses are using your product to wild success in the real world.

Necessary for a one-time purchase of $25? Probably not. But a recurring monthly fee of $399? It provides the extra proof they might need to pull that trigger.

Entice them with a brief headline – “See how I increased ROI by 348% for John Doe” – and link to the case study in your email signature.

Getting It Done

Most email marketing solutions like MailChimpSmartMailKissmetrics Campaigns, and AWeber have tools and integration to make it easy. That’s your best bet.

Plugins can help with social countersreviewsratings, and social sharing.

Analytics can provide conversion and traffic numbers.

An email signature generator like these from Hubspot or Exclaimer can simplify including everything you want.

Use screen capture services like Skitch.

The tools are available. It’s up to you to find and use them in these and other ways. Make it a core strategy on your email channel. Look to others for inspiration.

Exceedingly effective and incredibly irresistible. That’s the end result of email and social proof.

28th of June

The Importance of Pairing Analytics with Engagement


When was the last time you took a look at your analytics dashboard? I mean a truly in-depth look?

Sure, all those high-performing landing pages and conversion numbers are great — but there’s something your analytics isn’t showing you —

Engagement.

“Well, that’s not true”, you insist. “I can see how many users clicked on this link or bought that product and ultimately converted into paying customers — isn’t that a form of engagement?”

The problem with analytics is the more we know, the more we realize we don’tknow — and “engagement” is one of those elusive quasi-metrics marketers keep chasing after, as if to hold it up as the ultimate measure of a site’s success.

We can tie it to different data-backed metrics, but they don’t really give us the full picture. They tell us that the customer clicked on this, or bought that, but they don’t tell us anything about the customer experience that we’re all so keen to improve upon.

Avinash Kaushik, Digital Marketing Evangelist at Google, explains it this way:

“The reason engagement has not caught on like wild fire (except in white papers and analyst reports and pundit posts) is that it is a “heart” metric we are trying to measure with “head” data, and engagement is such a[n] utterly unique feeling for each website that it will almost always have a unique definition for each and every website.”

Analytics are Meaningless, Unless…

Unless you tie them to something that matters. You can think of analytics like the “Check Engine” light on your car. It tells you that something is wrong, but it’s up to you to fix the problem. Analytics give you raw numbers for different touch-points and informs you, but they won’t adjust for you if, for example, you see a drop off in your conversion funnel. That’s all on you.

No pressure, right?

Of course, by the same token, you can’t have engagement without the data to back it up. Otherwise you’ll never know which channel delivers the best ROI or which landing page is converting the highest. Analytics and engagement are not standalone silos that are independent of each other. They need to be able to mesh together in a way that not only gives you workable data, but makes that data actionable.

How to Correctly Measure Engagement

So if analytics give you the raw numbers, how do you actually measure engagement? As every site has a different purpose and different end goal, there is no “one size fits all” blanket metric that engagement can substitute for.

You can’t tie it to click-throughs because they don’t tell you what happened after the click. And you can’t pin engagement on conversions either because you’ll be continually moving the goalposts as to what a conversion actually is as the customer progresses through your funnel.

As Kaushik advises, you need to boil down “engagement” into what it truly is — by asking why your website exists. At its core, your website has a unique purpose, and properly defining that purpose and then defining which metrics lend themselves to it are going to make your marketing life a whole lot easier (and more measurable!)

You can look at key analytics data to help you get a better, data-backed picture of your customer engagement, using things like customer retention, number of unique visits and how recent they are, as well as regular customer surveys and market research. But again, you’re trying to apply quantitative data to a very qualitative metric, so you’ll still be getting pieces of the puzzle rather than seeing the full picture.

Fortunately, you can have both your analytics and your engagement metrics working together to provide you with the kinds of findings you need to optimize your business growth even further.

Kissmetrics: The Best of Both Worlds

There are three key parts to Kissmetrics that helps marketing and product teams engage and grow their customer base.

    1. Analyze: This contains reporting tools like Funnel, Cohort, A/B testing, and the soon-to-be-released Activity Report. Use these tools to track and analyze user behavior.
    2. Populations: Keep track of your user base by viewing how many users are in a “Population“. Quickly and easily know if signups are increasing, if more users are engaged than 90 days ago, and much more. Check out this video to learn more:
  1. Campaigns: Where the rubber meets the road. After tracking behavior in Analyze and Populations, send behavior-based messages to users to nudge them towards conversion.

We call our platform Customer Engagement Automation, or CEA if you’re into acronyms.

With CEA you’ll be able to measure, track and act upon customer-based behaviors. See what a customer or user is doing with our reporting tools, and provide a “nudge” with behavior-based messaging.

There’s no need to export your data into a third party tool to analyze it — the platform handles all of that for you. You get the data you need in order to make confident marketing decisions, along with the measurable customer engagement tools that move your business forward — all in one streamlined, highly efficient package.

What’s more, you don’t even need any third party integrations to make Campaigns and our other suite of tools work for you. But Kissmetrics does play nice with others, by integrating with all your favorite tools including Woocommerce, Salesforce, Shopify, Optimizely, and more.

So stop digging through your analytics trying to find those elusive nuggets of “customer engagement” and start focusing on the metrics that matter. Because your data lives within the Kissmetrics platform, you’ll discover all kinds of powerful insights that analytics alone can’t provide. And when analytics and engagement are both working together like a finely oiled machine, there’s nothing stopping you from taking your business to the next level — full speed ahead.

Have you used Kissmetrics in your own business? We’d love to hear about your experience with the platform. Which engagement metrics have you found best reflect your business goals and objectives? Share your thoughts with us in the comments below!

27th of June

Inconvenience to Opportunity: How to Tackle the Customer Engagement Gap


We’re living in a new reality.

For decades, companies dictated their interaction with consumers. Brands chose how they would communicate and when to deliver messages.

However, the consumer climate has dramatically changed. Technology has enabled and empowered customers to control the types of conversations they have with companies.

The rising issue is that most companies haven’t adjusted to these new changes. They’re stuck doing things the old way. As a result, their outdated systems lead to unengaged consumers and declining sales.

That’s why it’s so important for teams to create a bridge that closes the customer engagement gap. It’s an opportunity, not an inconvenience, for your business.

Let’s examine how your company can discover hidden inefficiencies and develop solutions to connect with your audience.

Defining Your Customer Engagement Gap

It isn’t wise to use best practices to solve your customer engagement gap. Every eCommerce business operates differently.

On top of that, most companies approach this problem in the wrong manner. They identify whether they have an engagement gap from a limited mindset. Rachel Happe, co-founder and principal at The Community Roundtable, explains the concept:

“We know that customer engagement matters. Yet much of our thinking about engagement remains simplistic. Most current definitions of engagement are bimodal – someone is either engaged or they’re not. But this is a limited view that hampers our ability to manage engagement in meaningful ways.”

So, what should you do instead?

Sit down with your team and define customer engagement for your organization. Some businesses want to boost customer satisfaction, while others desire to increase the average revenue per customer.

Then, you want to analyze the data that affects your goal. For example, tracking your Net Promoter Score can gauge customer satisfaction.

It’s critical that your team reimagine their roles when creating solutions to this problem. The engagement gap doesn’t revolve around the company. Yet, it should focus on the customer, the market, and the brand promise.

IBM reimagine roles engagement
Image Source
Move past the old way of closing the customer engagement gap. Your business can achieve more with data and a new holistic approach.

Building Cross-Functional Teams

At some companies, the engagement gap is a singular issue tasked to one team. It’s usually the marketing or customer success department’s responsibility.

Without any push back, that one team maps out a plan with all the bells and whistles—objectives, strategies, tasks, and outcomes. It’s only after the execution of the plan that they realize the need for input from their sales, product, and customer support teams.

Working in silos is common for some eCommerce businesses. Managers miss how every team plays a role in customer engagement. Christy Pettey, contributor at Smarter with Gartner, offers her perspective:

“Although silos are a natural outcome of the way modern business is organized, the poor customer experience that they create can turn customers into ex-customers. Some customers become frustrated and abandon their customer journey altogether, taking their business elsewhere.”

The customer engagement gap can expand across the entire customer journey. It can be the convoluted copy on your website, the misguided messaging from a sales rep, or even long wait times for support tickets.

By building cross-functional teams, your organization can tackle the challenge from multiple vantage points. Every department brings its expertise, and it helps eliminate the misalignment of future goals.

Personalizing the Customer Experience

With new eCommerce businesses popping up every day, the competition to attract and retain customers is fierce. Personalization is driving companies to rethink the customer experience.

Lack of customer engagement can stem from a business’s inability or unwillingness to adapt to their target audience’s needs. It’s visible when brands offer one solution that’s supposed to fix various issues. But customers don’t see the benefit.

You’ll also notice brands only personalizing the experience at one part of the customer journey. They personalize to acquire the customer, but fail to take similar actions to retain.

acquisition retain customer engagement funnel

The best personalization techniques use data to uncover the likes and dislikes of your customers. With accurate information, you can transform a generic experience into a customized shopping adventure.

For instance, subscription-based men’s clothing service Bombfell leverages datafrom a customer’s style survey and budget to curate clothing packages. Retailer OfficeMax uses its email subscriber’s location to send targeted campaigns to customers in a specific zip code.

Personalization shouldn’t be a one-off task for your team. Rather, it’s a chance to show customers that you understand their desires.

Collaborating with Your Customers

It’s hard to solve a problem without the necessary stakeholders present. So, it makes sense to add customer collaboration to your strategy.

There are several ways to get feedback from customers. Implied and expressed are two forms of customer collaboration.

Implied collaboration involves customer behavior and how their interactions with your brand affect their shopping experiences. These actions may include the number of times they visit your website, when they open your emails, or their product choices.

From these behaviors, your team can assess what content resonates with customers or which products offer the most benefit to your audience. Implied collaboration doesn’t require the customer to tell you anything; you’re simply making educated conclusions from their actions.

On the other hand, expressed collaboration is directly asking for customers’ opinions. You may request for the customer to fill out a survey or have the customer reply to an email.

It’s also possible to bring your consumers together in a Facebook group to casually address brand engagement. Here’s insight from Danyl Bosomworth, managing director of First 10 Digital:

“One of the most powerful ways to remain valuable is to enable the consumer to connect and share with other like-minded consumers, this allows the like-minded to flock together and simultaneously deliver ongoing insight for the brand hosting the platform.”

To truly turn the engagement gap into an opportunity, you must involve the customer. Find ways to incorporate their feedback into your plans.

Planning Ahead for Future Engagement

The engagement gap isn’t going anywhere. With ongoing advancements in technology and changes in consumer taste, your company must constantly strive for new ways to engage.

And as consumer preferences overlap, you may learn that one of the best strategies is to build external partnerships. Connecting with partners places your product in front of different audiences and strengthens your brand perception in the market.

Brand partnerships range from co-marketing opportunities to revenue-sharing models. The key is to find the right partnership that benefits all parties. Plus, you want the partnership to directly impact your customer engagement goals.

In 2015, CoverGirl teamed up with the Star Wars franchise to create a limited edition makeup line. Because Star Wars is often marketed to men, the partnership encouraged more women to watch the movie. CoverGirl also earned more brand visibility by associating itself with a notable film series.

star wars mascara

Prepare your team for future hurdles in customer engagement. Sometimes, the strategy will involve uniting with other companies.

Filling the Gap with Engagement

There’s been a shift in communication power—from the companies to the consumers. Your target audience can decide when, how, and even if they want to engage with your brand.

Start by defining the problem within your company and build cross-functional teams to develop a cohesive strategy. Personalize the shopping experience with collaboration from the consumer and continue to think about the future of customer interaction.

This is your opportunity. Tackle the customer engagement gap.

26th of June

Behavioral Marketing: A Closer Look at What Gets Consumers Clicking


In the past, marketing to consumers based on things like how many pages they visited on a site were rudimentary at best. They could tell you, in broad strokes, what a customer might be interested in — but they weren’t very specific. It was a lot like trying to guess what kind of picture a puzzle might make when you only have a couple of the pieces.

Behavioral marketing has changed all of that. But what should you know about it, and how do you get started? Let’s take a closer look.

What is Behavioral Marketing?

Rather than throwing a bunch of ads at consumers and hope some of the marketing message sticks, behavioral marketing takes all the available information — browsing and search history, IPs and cookies — and uses it to build a more definitive profile of the user, and then tailor marketing messages accordingly.

As the consumer visits more pages, browses more products or lingers on certain coupons, deals and offers will become more targeted and precise. The more information an ad network has, for example, the narrower they can define an ad’s segmentation to reach the right people at the right time.

Ingenious, right? But actually seeing behavioral marketing in practice can really stoke the fire in terms of generating new ideas. Rather than just give you examples, however, we’ve gone a step further to list out some of the best tools you can use to get started with behavioral marketing as well.

Examples of Behavioral Marketing

Behavioral marketing actually encompasses a wide range of marketing strategies — including retargeting (also known as remarketing), email marketing, product suggestions and much more. All of these are facets of behaviorally-based targeting and can be used as standalone strategies or coupled together for even greater effect on your target audience.

Retargeting

Retargeting and remarketing take into consideration the pages and products you’ve viewed, and then show them again even if you’re not on the original website. Both Google and Facebook offer retargeting options in their respective advertising platforms. You’ll need to think about which segment of your audience you want to retarget, and what kind of offer(s) you want to present to them.

How to Set Up Ad-Based Retargeting

To Set Up Retargeting in Google Adwords

  1. Sign into your Adwords account
  2. Click on Campaigns and click the +Campaign button
  3. Select “Display Network Only” (click here if you want to set up a remarketing campaign for the Search network)
  4. Leave “Marketing objectives” option selected and check “Buy on Your Website”
  5. Enter your campaign name, bidding strategy and budget
  6. Click Save and Continue
  7. Enter your ad group name and bid
  8. Under the option “Choose how to target your ads” click “interests and remarketing”
  9. In the “Select a category” drop down menu, choose “Remarketing Lists” and then click Set Up Remarketing
    At this point, Adwords will create a remarketing tag for you. You can send it to yourself or your developer along with instructions on how to add it to your website. If you have Google Analytics running, there’s a checkbox to “use the tracking code that’s already on your website” instead.
    Adwords starts you off by creating an “All Visitors” list, so you don’t have to have a remarketing list already made up. When you’re just starting out, this list includes anyone and everyone who has visited pages on your site with the remarketing tag.
  10. Next, enter your ad group name and bid. You’ll see the “All Visitors” list added to your ad group under the “Remarketing lists” tab
  11. Then simply click Save and Continue to start creating your ads, or Skip ad creation to do so later. It’s a good idea to create both text and image ads in various sizes so that you’ll have an ad ready to show no matter what other pages your ideal customer visits.

To Set Up Retargeting in Facebook

  1. Login to your Facebook Ad manager and choose Audiences
  2. Click on Create Audience and choose Custom Audience. For this example, we’ll retarget people who have already visited your site.
  3. Under “How do you want to create this audience?” choose Website Traffic
  4. Choose your target audience from the dropdown menu. You can target a wide range of users, including
    Anyone who visits your site
    People who visit certain pages
    People who visit certain pages but not others
    People who haven’t visited after a set amount of time
    A custom combination of your own choosing
  5. Then, you’ll simply get your pixel code and you’re ready to start retargeting.
    As a side note, if you don’t yet have a Facebook pixel code, you’ll need one in order to accurately track visitors for Facebook retargeting. Here’s a step by step guide from Facebook on how to do this.

In order to get the most momentum out of your retargeted Adwords and Facebook ads, you’ll want to plan your campaign accordingly. Who do you want to target? Create an ad that appeals to that specific segment. For example, people who looked at a specific product and possibly added it to their cart, but didn’t make a purchase may benefit from a retargeted ad offering a discount or free shipping.

Here are a few examples to get you brainstorming:

Amazon
This Amazon retargeted ad on Facebook shares Valentine’s day deals to last-minute shoppers and throws in free one-day shipping to help seal the deal.

Best Buy
This retargeted Best Buy ad lets you know you have items in your cart and helps ease any reluctance by reminding you of their Price Match Guarantee, free in-store pickup and free shipping.

best buy retargeting ad
Expedia
This ad from Expedia targets last minute shoppers looking for a great travel deal.

expedia advertisement

Behavioral Email Marketing

Behaviorally-targeted email is another example of behavioral marketing. Instead of using the pages that users visited or the actions they took on those pages, behavioral targeting via email targets users based on their status or actions with the site (whether they’re subscribed, added an item to their cart, and so on).

Nordstrom
Nordstrom shows you the item(s) in your cart and lets you view your bag directly. This ad could still be improved, however, by linking to a method of contacting support or live chat should the user have any questions before checkout.

nordstrom behavioral email

Birchbox
Here’s an example retention email sent to users who unsubscribed from the Birchbox service – with a 20% off discount for rejoining.

birchbox behavioral email

If you’re looking for more examples, we have 29 examples of behaviorally-targeted emails.

How to Set Up Behavioral Email Targeting

You can use Kissmetrics Campaigns to set up behavioral email targeting in just a few simple steps. Watch the video below to learn more:

The types of emails you can send through a behaviorally-targeted campaign are virtually unlimited. The most common types include messages like:

  • Abandoned cart notifications
  • Come back/login and see what you’ve missed
  • Onboarding/Getting started emails
  • And much more

Here’s a helpful guide that gives you tons of examples of the different types of behaviorally based emails you can try.

Demographic Targeting

This is one of the most common types of behavioral targeting and looks at things like gender, age range, education level, geographic location, race and other traits to essentially “paint a picture” of a user based on their browsing habits.

You may not think that something as simple as the websites you visit can reveal anything about you on a physical level, but you’d be surprised. And, of course, advertisers are keen to these differences and often repackage and rebrand their products accordingly:

product design colors

Products geared toward women often contain pink and pastel tones, while those targeted to men have much simpler, conservative designs and colors
Even when you’re not online, demographically-targeted ad examples are all around you:

Toyota
An ad promoting the fuel efficiency of the Toyota Prius – targeted to those who are looking for ways to help the environment:

go green prius

Pepsi
A “skinny” can of diet Pepsi targeted to women who are trying to watch their figures

the new skinny can
Not surprisingly, you can target your behavioral marketing ads to specific demographics of users, right down to their professed interests. Facebook has turned this kind of targeted advertising into a fine art.

Suggested Selling

Suggested selling pairs additional (or larger/better) items based on things you’ve already bought. Common examples of suggested selling are up-sells and cross-sells. You can think of a cross-sell as ordering a burger and being asked “do you want fries with that?” Whereas an upsell to your burger would be the offer to “make it a meal with fries and a drink for $X”. Suggested selling is often used to great effect on sites like Amazon, where buying certain items will tell you not just what others bought, but what they bought together.

Amazon
An Amazon behaviorally-marketed suggested sell with the current item, as well as accessories that users often buy in addition to the original.

Godiva
You’ll often see suggested selling used on flower and gift websites, where upsells can include everything from chocolates to popcorn.

go deluxe suggested selling

This is an extension of behavioral marketing in that it doesn’t dissuade the customer from their current order, but rather advises them or suggests other relevant items based on their current purchase behavior.

Taking the Next Step in Behavioral Marketing

Now that you have some powerful examples of behavioral marketing, as well as a wide range of tools and guides at your disposal, the next step is to try it out for yourself! Make a plan, then try out some campaign ideas to see how your customers respond. You may be surprised at the money you’re leaving on the table by not including behavioral marketing as part of your strategies!

And if you are using behavioral marketing tactics as part of your advertising and promotions – we’d like to hear about it! Share your thoughts and success stories with us in the comments below!