Module 9: Advanced Techniques
Module Introduction
This module introduces powerful strategies like behavioural targeting, dynamic content, email retargeting, and multichannel integration. These tools help you send smarter, more relevant emails that feel personal to your audience.
This module introduces powerful strategies like behavioural targeting, dynamic content, email retargeting, and multichannel integration. These tools help you send smarter, more relevant emails that feel personal to your audience.
Let’s explore how to move from sending “one-size-fits-all” emails to delivering highly personalized and effective campaigns
Behavioural Targeting
What is it?
Behavioural targeting means sending emails based on how a subscriber interacts with your website, app, or previous emails. Instead of guessing what someone wants, you let their actions guide your message.
Why it works :
People are more likely to open and act on emails that are relevant to what they’ve shown interest in.
Tools to use:
Mailchimp, ActiveCampaign, HubSpot, Klaviyo.
Dynamic Content
What is it?
Dynamic content means your email shows different content to different people—in the same email campaign. The content changes based on the subscriber’s preferences, behaviour, or profile.
Why it works :
One email becomes relevant to many types of customers, increasing engagement without creating separate emails.
Example:
• If a customer browses vegan cakes on your website, you send an email featuring your top vegan recipes.
• Someone who clicks on “event tickets” in your email could get a reminder or exclusive offer about that event.
Tools to use:
Mailchimp, ActiveCampaign, HubSpot, Klaviyo.
Dynamic Content
What is it?
Dynamic content means your email shows different content to different people—in the same email campaign. The content changes based on the subscriber’s preferences, behaviour, or profile.
Why it works :
One email becomes relevant to many types of customers, increasing engagement without creating separate emails.
Example:
• An email that greets subscribers by name and offers a discount based on their favourite pastry.
• You create one newsletter, but regular customers see loyalty offers, and new customers see first-time buyer discounts.
Tools to use:
Mailchimp’s Dynamic Content, Klaviyo, ActiveCampaign’s Conditional Blocks.
Email Retargeting
What is it?
Email retargeting is sending follow-up emails based on specific actions, like abandoning a cart, browsing a product but not buying, or downloading a freebie.
Why it works :
People often need a second nudge. These emails remind them of what they were interested in, and can help recover lost sales.
Example:
• Someone adds croissants to their cart but doesn’t check out. Two hours later, they receive a “Did you forget something?” email with a small discount.
• A visitor downloads your “10 Easy Pastry Recipes” PDF—3 days later, they get an email recommending your new baking class.
Tools to use:
Shopify + Klaviyo, WooCommerce + Mailchimp, Google Ads + Email Tools.
Integrating Email with Other Channels (Social, SMS, etc.)
What is it?
Email retargeting is sending follow-up emails based on specific actions, like abandoning a cart, browsing a product but not buying, or downloading a freebie.
Why it works :
People often need a second nudge. These emails remind them of what they were interested in, and can help recover lost sales.
Example:
• Promote your bakery’s event through email, share it on Instagram, and send a last-minute SMS reminder.
• Send a discount code via email and retarget those who opened the email with a Facebook ad.
Tools to use:
Zapier, Omnisend, Klaviyo, Mailchimp integrations, Meta Ads Manager.
Summary of Key Points
• Behavioural Targeting sends emails based on user actions like clicks, purchases, or site visits.
• Dynamic Content lets one email change depending on the user’s data or interests.
• Email Retargeting sends follow-ups to remind or re-engage users who didn’t take action.
• Multichannel Integration combines email with social, SMS, and more to reinforce marketing messages.
Real-Life Bakery Example (Continued)
Imagine you run a small bakery. You collect email addresses from customers who visit your shop and those who order online. Every week, you send a friendly email sharing a new recipe, offering a discount on your best-selling pastries, and inviting customers to an upcoming event. Over time, customers begin to look forward to your emails and come back more often because they feel connected to your bakery.
Now, let’s apply advanced techniques to this scenario:
Behavioural Targeting in the Bakery
Emma, a frequent customer, often clicks on chocolate cake recipes. One day, she browses your site for “gluten-free chocolate cake” but doesn’t buy. The next day, she gets an email titled:
“Emma, you’ll love this gluten-free chocolate cake”
The email includes a recipe and a discount on your new gluten-free mix.
Dynamic Content in the Bakery
You send one weekend promo email.
• Regular customers see: “Thanks for being a loyal fan! Enjoy 20% off your favorite pastry.”
• New subscribers see: “Welcome to our sweet community! Get 10% off your first order.”
Email Retargeting in the Bakery
Alex puts sourdough bread and jam in his online cart but leaves before checkout.
Two hours later, he gets:
“Still Craving Fresh Sourdough? Get 10% Off if You Order Today!”
A follow-up the next day reminds him again, this time with glowing reviews from other customers.
Multi-Channel Integration in the Bakery
You’re hosting a baking class next weekend.
• You send an email invitation on Monday.
• Post a Facebook and Instagram story on Wednesday.
• On Friday, send an SMS reminder to those who signed up:
“Don’t forget! Our baking class starts tomorrow at 11 AM. Bring your apron!”
