3 Things to Keep in Mind when Creating Behavioural Emails by Your Financial Service Firm [Video]

Let's face it. Sending an email blast to all of your contacts is not efficient at all. Do you actually believe that everyone wants to receive your newsletter? The truth is that not everyone is looking for the same information.

There are different stages in the buyer's journey. Some are in the Awareness Stage, some in the Consideration Stage and some in the Decision Stage.

Yes, your email newsletter may be appropriate for those who are closer to the end of the buyer's journey, but for those that are the the beginning of the buyer's journey may not be.

This is why email blasting is not an effective strategy. What you should do instead is to focus on the contacts behaviours. What we mean by behaviour is that you look at how they interact with your website. Did they read your blog articles? Have they downloaded any ebooks? 

So you can actually send emails according to their behaviour. For example, if they downloaded an ebook about alternative investments, then you can create a list of contacts of all those who downloaded the ebook and send an email to them.

Behavioural email is much more effective than email blasting. First, you're segmenting and second, you're giving the right information to the right people. 

Here are 3 things to keep in mind when you are creating behavioural emails for your financial service firm.

1. Understand where they are at in the Buyer's Journey.

There are 3 stages to the Buyer's Journey:

1. Awareness Stage
2. Consideration Stage
3. Decision Stage

What you want to do when you create a behavioural email, you want to identify where your contacts are in the Buyer's Journey. Are they in the Awareness Stage, Consideration Stage or Decision Stage?

For example, if they downloaded an ebook that talks about the different solution types of alternative investment, most likely they are in the consideration stage. When you know that they are in the consideration stage, you can send an email accordingly to help them move from the Consideration Stage to the Decision Stage. 

2. Always have a goal for each email that you will send.

It is not enough to say that you want to send an email just because they should know about it. For example, if you have a visitor that went on your blog and they decided to subscribe, it would be good to set a goal that whoever subscribes, you want them to download a specific ebook. 

Again, you want to keep in mind the Buyer's Journey. It is always to use email to move them forward.

3. Sending Behavioural emails to help and not to sell.

The next time that you send an email, think about how this email is going to help the person who is receiving it. The best way to know if your email is helpful or not is to ask this simple question: "Is this email helpful for them or for myself?"

Keep in mind, again back to the Buyer's Journey, you are trying to help them move forward.