Let’s face it: “Hi [First Name]” has lost its sparkle. In today’s crowded inboxes, personalisation that stops at names no longer makes an impression. Customers expect brands to really understand their needs and preferences and behavioural data is the key to making that happen.
Behavioural personalisation takes insights from how customers browse, shop, and engage with your brand, turning these actions into hyper-relevant marketing messages. It’s not just about knowing who your customer is but also what they want and when they want it.
This guide will show you how to go beyond the basics and use behavioural data to create email and SMS campaigns that feel less like marketing and more like meaningful, memorable experiences.
Why Behavioural Data is the Future of Personalisation
Traditional personalisation (names, demographics, or broad segmentation) is becoming outdated. Behavioural personalisation taps into real-time actions and preferences, making your campaigns feel dynamic and intuitive.
It Builds Deeper Connections: Behavioural data creates a sense of relevance, making customers feel seen and understood.
It Drives Conversions: A message tailored to a customer’s specific needs is far more likely to result in a purchase.
It Enhances Retention: Personalised experiences foster loyalty by showing customers you value their unique preferences.
When done well, behavioural personalisation doesn’t just improve metrics—it transforms how customers perceive your brand. Want someone to handle the data and strategy for you? Book a free call with us to discuss how we can boost your brand engagement and revenue.
Advanced Personalisation Techniques: Beyond Basics
1. Leveraging Browsing, Purchasing, and Engagement Data
Your customers are constantly leaving behind digital breadcrumbs, whether it’s through browsing your website, completing purchases, or interacting with emails and SMS messages.
Key Data Points to Leverage:
Browsing Behaviour: Pages viewed, time spent on-site, and search queries provide clues about what interests a customer right now.
Purchase History: Past orders can indicate what a customer might need or want next, creating opportunities for upselling or cross-selling.
Engagement Data: Email opens, SMS clicks, and preferences reveal how customers like to interact with your brand.
Example Use:
Send an SMS recommending products from a category the customer browsed but didn’t purchase.
Email a customer with styling tips for an item they recently bought to encourage additional purchases.
2. Predicting Customer Needs with Past Purchase Data
Your customers’ past purchases are a treasure trove of insights for predicting their next move. By identifying patterns, you can anticipate their needs and proactively provide solutions.
How to Use Past Purchase Data:
Replenishment Reminders: If a customer bought a consumable product (like skincare or coffee), remind them when it’s likely time to reorder.
Complementary Product Suggestions: Pair an earlier purchase with an accessory or related product they might find useful.
Seasonal Recommendations: If they’ve purchased Christmas décor in the past, promote new holiday arrivals this year.
Example Use:
“You bought X last month—don’t forget to stock up before it runs out!”
“Loving your new sofa? Check out our range of cushions for the perfect finishing touch.”
3. Setting Up Automated Behavioural Triggers
Automation allows you to react to customer behaviour in real time, creating a seamless and timely experience.
Popular Behavioural Triggers to Implement:
Abandoned Browse: Noticed someone spent time looking at a product but didn’t add it to their cart? Send a reminder email with the product they viewed.
Cart Abandonment: If they’ve left items in their cart, follow up with an email or SMS offering a discount or free shipping to encourage checkout.
Post-Purchase Upsells: After a purchase, recommend related products to enhance their original order.
Example Use:
An SMS saying, “Hey [Name], still thinking about [Product]? Don’t miss out—it’s almost gone!”
An email with the subject line: “Complete your look with these!” featuring accessories for a recent clothing purchase.
Balancing Personalisation and Privacy
While behavioural personalisation is powerful, it must be handled ethically and transparently. Customers are increasingly aware of how their data is used, and respecting their privacy is non-negotiable.
Transparency and Trust: A Must for Ethical Data Use
Best Practices:
Clearly state how customer data is collected and used.
Provide opt-ins for behavioural tracking and offer simple ways to opt-out.
Regularly audit your data practices to ensure compliance with privacy laws (e.g., GDPR).
Avoiding the "Creep Factor"
When personalisation feels invasive, it can backfire. Stick to what’s relevant and avoid making it too obvious you’re tracking every move.
Example:
Instead of saying, “We saw you looking at this product for 10 minutes,” try, “Spotted this? It’s been a popular pick this season!”
Practical Examples of Behavioural Personalisation in Action
Netflix’s Recommendation Engine: Netflix suggests content based on your viewing habits, creating a tailored experience. Apply this concept by recommending products based on browsing or purchase history.
Amazon’s "Frequently Bought Together" Feature: Use similar algorithms in your emails or SMS to upsell complementary products.
Spotify Wrapped: Offer customers a personalised “Year in Review” email showcasing their favourite products or milestones with your brand.
Tools and Technology for Behavioural Data Integration
To implement behavioural personalisation effectively, you’ll need the right tools. Here are some options:
Email Marketing Platforms: Tools like Klaviyo or Mailchimp allow for behaviour-based triggers and segmentation.
Customer Data Platforms (CDPs): Platforms like Segment aggregate customer data across channels for a 360-degree view.
E-commerce Analytics: Shopify and WooCommerce offer built-in analytics that can guide personalisation efforts.
SMS Marketing Tools: Services like Klaviyo, Postscript or Attentive allow for personalised SMS campaigns based on customer actions.
Behavioural personalisation is the key to crafting email and SMS campaigns that resonate on a deeper level. By using data to understand your customers’ actions and preferences, you can create messages that feel timely, relevant, and meaningful—building trust and driving sales along the way.
How Letterbox Media Can Help You Personalise with Precision
At Letterbox Media, we specialise in helping brands unlock the full potential of their email and SMS marketing. From setting up behavioural triggers to crafting personalised campaigns that customers love, we’ll ensure your messages stand out and convert. Let’s take your personalisation strategy beyond first names—reach out today to get started.
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