Like many others, I get dozens of emails a day.
If the subject line’s irrelevant to my interests, I’m scrolling by and ignoring it. Or, worse, I might click on an email and hit the unsubscribe button after deciding it wasn’t worth my time.
If you’re a marketer, you want to avoid scrolling and unsubscribes at all costs. If your email goes unopened because your messaging missed your target, was the content you created within it even worth it?
To effectively engage and convert potential customers, you need to leverage behavioral targeting tools that enable you to deliver personalized and relevant messaging to your unique audience segments.
Fortunately, there’s a wide range of tools available that can help you meet your audiences where they are. Below, we’ll explore some of the top behavioral targeting tools that can level up your marketing strategy.
Top Behavioral Targeting Tools
With HubSpot Behavioral Targeting, you’ll be able to meet prospects where they are by learning about how they engage with your website and content.
As a content marketer, my team and I use it to create segmented lists based on persona and level of engagement with our brand or site. These lists often help us determine how to personalize site content, tailor our marketing emails, and run automated campaigns.
Beyond this, the tool helps our broader team identify, learn from, and respond to high-intent behaviors like web visits, email interactions, and form submissions.
You can also leverage contact details from your CRM, personalizing messages using contacts’ name, company, and role. Lastly, you can set up custom triggers, like automatically send a follow-up email after a visitor fills out a form.
Pricing: Part of Marketing Hub, which offers A free version, Starter at $45/month, Professional at $800/month, and Enterprise at $3,600/month.
With Omnisend, you can organize your users into groups based on their engagement, interests, and activities. Once you’ve done so, you can monitor how users interact with your promotional campaigns by tracking if they performed actions like clicks or likes. You can also keep tabs on who opens your emails and messages, and implement web tracking on your website.
Omnisend also allows you to segment your contacts based on their shopping behavior. For example, I could use the tool to find out what products they’re buying from me, or if they’ve bought specific items, types, or quantities of products. Like other tools on this list, you can also segment customers based on their web activity to understand how they navigate your website – or whether they just viewed or fully-explored its pages or product listings.
Like HubSpot, Omnisend also lets you segment contacts based on custom events that you create or upload. These events can be tailored to your specific needs, covering anything from shoe size to car model, and more.
Pricing: Free version, Standard at $16/month, and Pro at $59/month.
Klaviyo allows you to automate and set triggers for personalized messages, including emails, SMS, and social media, based on customer behavior.
Whether it’s welcome messages, abandoned cart reminders, or cross-sell campaigns, you can customize your messaging based on specific conditions like order history, channel preference, or cart value.
By leveraging customer data such as location proximity and average order value, you can also create segmented experiences that can be used in various marketing initiatives, including flows, campaigns, paid ads, and sign-up forms.
Additionally, Klaviyo lets you create one-time sends for special events like holidays, product launches, or sales.
Pricing: Free version available. Email starting at $45/month and Email and SMS starting at $60/month.
With Segment, a customer data platform, you can deliver personalized messages based on audience, time, channel, and behavior; view real-time customer profiles; and optimize your offers based on how likely someone is to convert.
Pricing: Free version available. Team at $120/month and custom pricing for Business.
Get Started With Behavioral Targeting
As consumers and technology become increasingly sophisticated, we expect personalized experiences. Leveraging behavioral targeting tools is no longer an option but a necessity – especially if you want to catch my eye during an endless email inbox scroll.
The ability to precisely segment your audience based on their behaviors and interests allows you to deliver targeted messaging that resonates with, engages, and – ultimately – converts individuals.
Get started with Hubspot Behavioral Targeting.