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Behavioral Marketing: Delivering Personalized Experiences At Scale by Bill Nussey, Dave Walters

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10Campaign CreationSegments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever

Now that we've covered much of the prework required to be a great behavioral marketer, let's focus on executing within our actual campaigns. Granted, many marketers concentrate only on this stage today, but obviously I think success requires a much more holistic approach. Beginning from a more advanced starting point can only improve our end results.

I'll use another story from the extensive time I spend with our customers. I've worked with an ecommerce retailer who very clearly understands behavioral marketing, and continues to push its efforts forward. Like any great online seller, this retailer has become very effective at brilliant upfront welcome programs and really compelling cart abandon email series.

Its next level of automation is what the market calls browse abandon emails. This allows them to leverage website visit data to drive triggered email content after a contact visits a specific section. As a test, the retailer built a one-time email that was automatically sent to anyone who visited its website's “for him” section that featured a very simple headline (Man, Oh Man), three best-selling products from that category, and a straightforward call to action to come back and shop.

That triggered email drives online conversion at almost 140 percent of the retailer's standard one-to-many messages (2.2 percent versus 1.6 percent), and was so successful that it ...

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