Is Your CRM Just an "Address Book"?

In the early years of e-commerce, knowing a customer's name and email address was enough. However, today, your customers demand much more: Understand me, know what I want, and offer me only what I am interested in.

Traditional CRM (Customer Relationship Management) approaches often rely on static data: Age, gender, location... But two different 25-year-olds living in London can have shopping habits as different as night and day. One might only wait for discount periods, while the other buys the latest season's products on launch day.

The power that allows you to make this distinction is called: Behavioral targeting in CRM.

In this article, we will explore ways to target your customers not based on "who they are," but based on "what they do," and how this will boost your sales.

What Is Behavioral Targeting in CRM?

Behavioral targeting in CRM is the strategy of basing customer communication on the actual behaviors a user exhibits on your website, app, or emails.

In short; looking at a customer's birth date and saying "Happy Birthday" is classic CRM.Noticing that a customer browsed the "Running Shoes" category 3 times last night and sending them an email the next morning saying "Special offer on the most popular running shoes for you" is behavioral targeting in CRM.

This method transforms marketing from "mass communication" into a "one-to-one dialogue."

Why Do You Need It? 3 Critical Reasons

Brands that don't use data-driven behavioral targeting are like trying to talk to their customers in the dark. Here are 3 reasons to adopt this strategy:

1. Defeats the "Irrelevance" Syndrome

The #1 reason customers unsubscribe from email lists is receiving content that is irrelevant to them. Behavioral targeting raises the relevance level of the message to 100% because you know exactly what product or category the user is interested in.

2. Multiplies Conversion Rates (CR)

While the open rate of a general newsletter hovers around 15-20%, a behavioral message triggered by a specific action (e.g., cart abandonment) can reach open rates of 40-50%.

3. Improves Customer Experience

Customers don't like feeling "stalked," but they love feeling "understood." A right recommendation coming at the right time is perceived not as sales pressure, but as a helpful reminder.

3 Behavioral Targeting Scenarios You Can Apply with smpl.

Let's turn theory into practice. How can you make your CRM strategy behavioral using smpl.'s advanced segmentation and automation capabilities?

Scenario 1: Discovering "Hidden Interest" (Category Browsing)

A user spent 10 minutes in the "Camping Gear" category on your site, looked at 5 different tents, but left without buying anything.

• Traditional Method: You keep this user in the general database and send a "Women's Clothing Sale" email next week. (Result: Irrelevance)
• Behavioral Targeting: You detect this high intent and 1 hour later send content titled "Top 5 Tent Recommendations for Your Next Adventure" or a coupon specific to that category.

Scenario 2: Rewarding Loyalty (Frequency Based)

Consider a user who visited your site 5 times in the last 30 days but hasn't made a purchase yet.

• Action: This behavior means they are "very close to buying but need a nudge." Through your CRM system, you can offer this specific segment a limited-time "Free Shipping on First Purchase" offer to break the ice.

Scenario 3: Waking Up the Sleeping Customer (Dormancy)

A customer who used to shop frequently but hasn't visited your site for the last 3 months (Inactivity).

• Action: Saying "We miss you" isn't enough. Cast a behavioral hook that will pull them back to the site by showing "New Arrivals" in the category they were most interested in historically.

Conclusion: Turn Data into Action

Every time your customers click, scroll, and view on your site, they are telling you something. Behavioral targeting in CRM allows you to understand this silent language and answer them in their own words.

Don't get lost in piles of data. Track your visitors' digital footprints with smpl., segment them in real-time, and make your CRM communication more personal than ever before.

Remember; when the right message goes to the right person following the right behavior, the "sale" is inevitable.

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