Behavioural Email
Fast track (Summarised definition)
Behavioural email is a type of marketing message sent to customers based on their specific actions or behaviours, such as website visits, purchases, or cart abandonment. These triggered emails deliver timely, relevant content that increases engagement and conversions through personalised messaging. Common types include welcome emails, abandoned cart reminders, and post-purchase communications.
Full lap (Full definition)
A behavioural email is a type of marketing message that is sent to a customer based on their specific actions or behaviours. These emails are triggered by a variety of actions, such as visiting a website, making a purchase, abandoning a shopping cart, or clicking on a link in a previous email. The goal of behavioural emails is to engage customers with timely and relevant content, leading to increased conversions and customer loyalty.
There are several different types of behavioural emails, including welcome emails, abandoned cart emails, browse abandonment emails, and post-purchase emails. Welcome emails are sent to new subscribers and typically introduce the brand and its products or services. Abandoned cart emails are sent to customers who have added items to their shopping cart but have not completed their purchase. Browse abandonment emails are sent to customers who have viewed a product on a website but have not added it to their cart or made a purchase. Post-purchase emails are sent to customers after they have made a purchase and often include order confirmation, shipping updates, and product recommendations.
Behavioural emails offer several benefits for businesses, including increased engagement, higher conversion rates, and improved customer retention. Because these emails are triggered by specific customer actions, they are highly relevant and personalised, leading to higher open and click-through rates. They also allow businesses to target customers with specific offers and promotions, increasing the likelihood of a purchase. By providing timely and relevant information, behavioural emails can also help to build customer loyalty and encourage repeat purchases.