Behavioral targeting is when you use past customer behavior to create audience segments with similar attributes in order to send highly relevant and engaging messaging. Behavioral data is considered to be among the most relevant types of data at a marketer’s disposal, and has been shown to outperform preference and demographic data in terms of email opens, clicks, and conversions. There are a couple of reasons for this.
First, behavioral data is totally objective – it’s not based on subjective, self-reported data like preferences that might not be completely accurate, and demographic data that can quickly become out-of-date.
Second, behavioral data is a truly reliable indicator of what someone is interested right now. Research has shown that the best way to predict future activity is to analyze recent activity, and then leverage that information in your next campaign or within an automated message.
Lyris recently had the opportunity to put behavioral targeting to the test with a series of email campaigns for a new client, UK retailer Graham and Green. The results were quite spectacular and make a strong case for using behavioral targeting to engage customers. Graham and Green saw an 89% increase in average unique open rates, a 92% increase in average unique click-through rates, and a 185% lift in revenue per 1,000 emails. All the details are spelled out in our Graham and Green case study; read it here.
Andrew is Senior Strategy Consultant at Lyris. He has worked in marketing across three different continents for major car manufacturers, institutions, and retailers. He joined Lyris in 2010 and consults with a variety of clients on email strategy, design, mobile optimization, testing, segmentation, and much more. Andrew regularly contributes to the Lyris blog and Marketing Land, and participates in industry events.