Episode 10

Published on:

1st Jan 2020

How To Use Behavioural Marketing In Email - Killer Engagement With Mike Capuzzi

Ever wondered how many people who opt-in for your freebies actually download them? Sure they're on your list, and you're probably sending them broadcast emails, but did they ever actually consume the thing they opted-in for? And are they even interested?

There's no point in having people on your list who simply aren't interested in what you're dishing up and who will never EVER buy anything from you.

That's where the brilliant idea of behavioural marketing comes in! Instead of just assuming everyone is engaged at the point of opting-in, you can respond to people's behaviours (like opens and clicks) and trigger things off the back of that. That will allow you to make some interesting decisions about what you send them in future emails, or whether to just clean them out from your list!

We're here with the brilliant Mike Capuzzi to find out his tips and strategies…

Episode Content

  • (5:00) What is behavioural marketing?
  • (6:30) Different types of behavioural marketing and triggers.
  • (7:12) What behavioural marketing looks like in a real email campaign.
  • (10:42) The value of quality over quantity when it comes to your email list.
  • (11:32) How behavioural email marketing helps you clean up your list.
  • (13:41) Using tags to level-up your email segmentation during a download consumption sequence.
  • (15:05) Which parts of an email campaign can behavioural marketing have a big impact on?
  • (17:34) Using surveys and quizzes to boost your behavioural marketing efforts.
  • (18:25) Subject line of the week with Mike Capuzzi.

Episode Resources

Turn Customer Feedback Emails Into Sales [Part 1] – Podcast Episode

The Email Marketing Strategy Every Business Should Steal – Blog Post

6 Techniques To Segment Your Email Subscribers – Podcast Episode

Writing The Perfect Welcome Email With Gavin Bell – Podcast Episode




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About the Podcast

The Email Marketing Show
Want more from your email marketing? Want a giggle while you learn it? Join Rob and Kennedy as they talk segmentation, campaigns and even the tech stuff.
What would happen if you asked a hypnotist and mind reader to talk about their obsession with email marketing?

Join us every Wednesday for a brand new episode of The Email Marketing Show featuring the irreverent wit of Rob and Kennedy, as they share insights into modernising email marketing and answer the question:

"You've got your list, now what??"

Businesses of all sizes know that despite all of the latest fads in social media marketing, chat bots and pixels, the one thing that consistently gets the highest return is email.

With email you own the data, you can segment and put the right message in front of every person and build deep, personal relationships.

But clicking 'send to all' is DEAD.

People get far too much irrelevant email. In this show Rob and Kennedy blow the cobwebs off antiquated email marketing and give it a ruddy good shake up.

Featuring the popular regular segments:


On alternate weeks, the guys are joined by a guest who shares their own approaches to email marketing.