Knowing customers is a marketer’s game — especially today with all the data at our fingertips. We track website activity, analyze campaign performance, build audience personas and monitor engagement across just about every channel.
But there’s a difference between knowing what customers do and understanding why they do it, and it’s easy to make assumptions about the latter.
The interesting thing is that most marketing teams already have a channel that can help them test those assumptions, observe behavior and learn from the results. It’s email!
That’s the idea behind our upcoming webinar on Wednesday, November 18, at 12:00 p.m. EST, featuring Bianca Baker, Brafton’s Associate Director of Email Marketing, and Tricia Calder, Senior Global VP, Customer Experience.
Together, they’ll explore how behavioral science, experimental design and buying psychology can help marketers get more meaningful insights from their email programs (and put those insights to work across the business).
Why We’re Hosting This Webinar
Email marketing is a distribution channel where you create a message, send it out and measure how people respond. But it’s capable of a whole lot more.
Think about the information your email campaigns generate. Opens, clicks, conversions or even lack of engagement provide some evidence about how your audience responds to different messages, offers and experiences.
But it’s how we ultimately interpret those signals that helps move the needle.
Someone clicking a link might indicate interest, but it doesn’t necessarily explain what motivated them. Was it the offer itself? The way it was presented? The timing? Something about their circumstances? A click alone can’t really answer those questions.
That’s where behavioral science and experimentation come into play. Rather than simply measuring what happened, marketers can start asking better questions, testing potential explanations and using what they learn to inform future decisions. And that opportunity extends well beyond improving email performance.
What We’ll Cover
During the session, Bianca and Tricia will explore how marketers can use email to better understand customer behavior and the psychology behind buying decisions.
They’ll cover:
- Why even data-rich marketing teams can misunderstand their audiences, and how to challenge the assumptions shaping our strategies.
- How behavioral science can help explain the factors influencing customer interest, engagement and action.
- How thoughtful experimentation can make email a valuable tool for testing ideas and learning what resonates.
- How insights gathered through email can inform messaging, customer experiences and broader marketing decisions.
- How to move beyond surface-level engagement metrics and start investigating what actually influences audience behavior.
The goal isn’t to give marketers another set of metrics to monitor, but to explore how we can learn more from the information we’re already collecting.
Join Us on November 18
Most marketing teams are already using email to communicate with their audiences. Fewer are taking full advantage of its potential to help them understand those audiences. That represents a pretty interesting opportunity!
Join Bianca and Tricia on Wednesday, November 18, at 12:00 p.m. EST to explore how behavioral science, buying psychology and experimentation can turn email into a more valuable source of customer insights.
Can’t attend live? Register anyway, and we’ll send you the recording afterward.
