What defines behavioral email?

Behavioral email is defined by its reliance on the recipient's past interactions with a brand or organization to determine the content and timing of the communication. By leveraging data gained from user behaviors—such as previous purchases, website visits, or engagement with prior emails—marketers can send targeted and relevant messages that resonate more deeply with the individual. This approach maximizes the relevance of the emails and enhances potential engagement because they cater directly to what the recipient has shown interest in or how they have interacted with the brand in the past.

Using this strategy can lead to higher open rates, click-through rates, and ultimately, conversions because the emails feel tailored to the recipient's specific experiences and needs rather than generalized or seasonal promotions. This contrasts with options that suggest approaches based on demographics or strategies limited to certain campaigns, which do not utilize individual behavioral data in the same impactful way.