Written by: Ryan Scott
Want to know how to create next-level client experiences? Behavioral intelligence can help you truly connect with your audience!
Understanding and speaking your client's language has never been more crucial. Some clients will flip through your email, simply glossing over the headlines as they scan for something of interest. Other clients, however, are more prone to read the whole thing word-for-word, soaking in every detail. Wouldn't it be nice to know which type of client you were creating your content for? With the modern tools of behavioral science technology (BeSci Tech), this isn't a matter of guesswork anymore. Personality traits are measurable, and leading marketers use these behavioral data points to generate marketing campaigns with astounding results.
Craft Messages That Connect
In a world where digital communication is paramount, tapping into behavioral intelligence can transform how we connect with our audience. It's about moving beyond traditional marketing techniques and entering a realm where each message is not just sent but crafted with an understanding of individual preferences and behaviors at its core.
Behavioral and personality data isn't just about what clients do; it's about understanding why they do it. Knowing that enables us to send the right message in the right format at the right time, significantly enhancing engagement and the effectiveness of our marketing efforts. It's a scientific approach that paves the way for truly personalized marketing strategies that resonate on a deeper level with each recipient.
BeSci Tech Captures the Ultimate Combination of Data:
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Technology
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Psychology
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Creativity
In the following sections, we delve into the intricacies of behavioral data, how we measure it, and how you can leverage it to refine your marketing strategy, ensuring more targeted and resonant messaging for different client segments. Let's explore how to make your emails not just seen, but felt and remembered.
UNDERSTANDING BEHAVIORAL DATA
What is Behavioral Data?
Behavioral data is the key to unlocking an understanding of individuals. It involves recognizing the distinct and nuanced ways each person engages with and reacts to your emails. Picture possessing a guide that helps you navigate the varied preferences of your audience. This ranges from individuals who prefer succinct bullet points to those captivated by compelling narratives and vivid graphics.
Different behavioral instruments measure different forms of behavior, be it natural or learned behavior. Natural behavior is at a person's core, and it's what you need to understand if you really want to connect with people. This behavior is instilled in a person by age three, and the traits don't change over time. Once you have natural behavior measured, marketers can use those details for the whole lifecycle of that person, whether they are a client or an employee.
Why Does Behavioral Data Matter?
Each email you send is a conversation with your client. When you speak their language, they listen. This tailored approach isn't just about being polite; it's about being effective. With every email tailored to individual preferences, you're not just sending information; you're building a relationship.
Measuring Behavioral Traits: The Role of Personality Assessments
Now, how do you get to know your clients at this level? It's actually quite simple with personality assessments. Think of them as a friendly chat where you get to know someone better. DNA Behavior, a leader in this field, offers what we call 'behavioral discoveries.' Our process isn't just a questionnaire; it's a deep dive into understanding what makes each person tick…and it only takes about 10 minutes to complete!
TYPES OF BEHAVIORAL DATA AVAILABLE
The Spectrum of Personality Traits
Personality traits are like the colors on a painter's palette. They give you everything from work ethics to decision-making styles and communication preferences. These insights are like having a cheat sheet to understand your clients.
Real-world Examples
Let's take a look at how all this translates in a real-world scenario. In your email list are two clients, Jake and Emily. Jake is a 'Results' oriented project manager, known for his laser focus on objectives and outcomes. He is adept at setting clear goals and driving the team towards them, often with a remarkable sense of urgency and precision. On the other hand, Emily, a 'Relationship' oriented designer, thrives on building connections with her clients and colleagues. She is the heart of the team, always ensuring that everyone feels heard and valued. While Jake's approach ensures timely project completions, Emily's approach fosters a supportive and collaborative work environment.
Engaging Jake: The Results-Oriented Project Manager
To capture Jake's attention, content needs to be straightforward, highlighting efficiency, outcomes, and return on investment. As a results-driven individual, Jake values content that speaks directly to the bottom line. A digital marketer could employ the following strategies:
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Clear and Concise Messaging: Use bullet points or numbered lists to outline the benefits or features of a product or service. This method aligns with Jake's preference for quick, easy-to-digest information.
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Data-Driven Content: Incorporate charts, graphs, and statistics that clearly demonstrate performance metrics, success rates, or ROI. Jake would appreciate this data-centric approach as it aligns with his goal-oriented mindset.
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Case Studies and Success Stories: Share concise case studies that highlight significant achievements or results. Jake would be more interested in the outcomes and the strategic steps taken to achieve them, rather than the emotional journey.
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CTAs Focused on Results: Calls-to-action should be oriented towards achieving tangible outcomes. Phrases like "Boost Your ROI Today" or "Drive Results Now" would be appealing to Jake.
Engaging Emily: The Relationship-Oriented Designer
In contrast, engaging Emily requires a focus on community, collaboration, and emotional connection. As someone who values relationships, Emily is drawn to content that resonates on a personal and emotional level. Strategies to engage her might include:
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Storytelling: Use narratives and stories to convey the value of a product or service. Emily would appreciate stories that showcase how products or services have positively impacted people or communities.
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Interactive and Collaborative Content: Incorporate elements that encourage interaction, such as polls, surveys, or community discussions. This approach resonates with Emily's preference for two-way communication and building connections.
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Emphasis on Teamwork and Community: Highlight how products or services foster teamwork, collaboration, or community building. For example, testimonials or user stories that focus on these aspects would be appealing to her.
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Visually Appealing Design: Since Emily is a designer, visually engaging content with a strong aesthetic appeal would capture her attention. Use vibrant colors, balanced layouts, and high-quality images or videos.
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CTAs That Promote Connection: Calls-to-action should encourage engagement, community, and interaction. Phrases like "Join Our Community" or "Let's Collaborate" would resonate with Emily.
By tailoring the content to match the distinct preferences of Jake and Emily, a digital marketer can effectively engage each individual, ensuring that the message not only reaches them but also resonates with them.
PUTTING BEHAVIORAL DATA TO WORK FOR YOU
How Technology Allows Us to Hyper-Personalize Email Content
Just 5 to 10 years ago, the landscape of client communication in enterprises was markedly different from what we witness today. The process of crafting messages that resonated with diverse client bases was labor-intensive and time-consuming. Enterprises would hire consultants alongside large teams of copywriters, pouring over client data to predict purchasing behaviors and preferences. This approach necessitated the creation of multiple client lists, each manually segmented, in an attempt to personalize content. This method, while effective to a degree, was far from efficient.
Fast forward to the present, and the scenario has transformed dramatically. With the advent and integration of sophisticated tools, the art of client communication has become a more streamlined, automated, and precise science. We are now in an era where tools like a DNA Behavior account, email marketing platforms such as Mailchimp and HubSpot, and AI-driven content generators like Gene AI or ChatGPT can be seamlessly combined. This integration facilitates the highly efficient automation of email preparation, leading to hyper-personalized communication that hits the mark with unprecedented accuracy.
Leveraging Advanced Integrations for Precision-Targeted Client Communications
Today, precision targeting is not just an advantage; it's a necessity. Firms now have access to vast arrays of data from various sources. The challenge lies in harnessing this data to craft messages that resonate with diverse client segments. The integration of advanced technologies can revolutionize this landscape. Let's delve into how these integrations can be utilized for laser-sharp client communication.
Automating Client Segmentation: The DNA Behavior and Email Marketing Integrations
Client segmentation is pivotal for targeted communication. Traditionally, this involved laborious manual processes, often leading to inefficiencies. By integrating DNA Behavior with email marketing platforms such as Mailchimp and Hubspot, firms can automate this process. DNA Behavior, with its focus on identifying unique client personas based on behavioral traits, can enrich contact lists in your email marketing solution. This integration ensures that client data, including behavioral insights, is seamlessly synced and up to date.
Crafting Personalized Messages: The Power of Gene AI
Once the segments are defined, the next step is crafting messages that resonate with the various audiences. This is where Gene AI can go to work for you. Imagine that your marketing team crafts a base message intended for your audience. Gene AI then works its magic by producing four variant messages tailored to the different client segments identified through DNA Behavior. This AI-driven approach ensures that each message is not only contextually relevant but also resonates with the unique behavioral traits of each segment.
The Seamless Workflow
Here's how the workflow pans out:
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Data Synchronization: Client data from various touchpoints is funneled into Mailchimp, enriched with behavioral insights from DNA Behavior.
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Segmentation: Based on these insights, clients are automatically segmented into distinct groups reflecting their unique styles and preferences.
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Message Creation: The marketing team crafts a universal message.
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AI-Driven Customization: Gene AI takes over, tweaking this universal message into multiple variants, each fine-tuned to the behavioral nuances of each segment.
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Distribution: These messages are then disseminated through Mailchimp, ensuring that each client receives a communication that speaks directly to their persona.
Benefits and Outcomes
Marketers who use behavioral data to create focused content that is delivered in precisely the way their clients prefer to digest it reap the following rewards:
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Enhanced Engagement: Messages that align with clients' behavior patterns are more likely to engage and resonate, leading to better client relationships.
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Efficiency: Automating segmentation and message customization saves time and resources, allowing marketing teams to focus on strategy and creativity.
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Data-Driven Insights: Continuous feedback from campaign performance can further refine client segmentation and message personalization.