Although not the most likely source for marketing insight, Mr. Joe Dirt put it brilliantly when he said “Well 
that might be your problem, it’s not what you like, it’s the consumer.” So what’s the easiest way to find out what your customers want or like? How about having them tell you want they want through their actions.
For most marketers, this is no easy task. But alas, you are an email marketer, and even better, you are an email marketer using Bronto! Not only can you send relevant/timely messages in response to your customer’s actions, but you can do so automatically using behaviorally targeted automated message rules. Here’s how:
Setting Up Your Behaviorally Targeted Automated Message Rule
- Go to Messages->Automated Message Rules.
- Click the Create New Automated Message Rule link.
- You will be brought to Step 1 of the create an automated message rule wizard. This four step wizard is designed to make creating automated message rules easy. Choose a name for your automated message rule.
- Click the radio button next to the Behaviorally Targeted automated message rule type.
- Specify the Type Settings for the automated message rule. You will need to choose the related message that the automated message rule will watch for. You will also need to choose the action or behavior that the
automated message will look for in the related message. So for example, you could send a follow-up message to contacts who opened and clicked links contained in an email you sent to them regarding your Summer 2009 Sale. - Click Next.
- You will be brought to Step 2 in the wizard. From here, you can pick the message that will be sent via the automated message rule in response to the action or behavior you choose to look for. You will also need to specify all the sending options for the automated message rule. These are similar to the sender options you specify when scheduling a regular delivery.
- You can now click Advanced to continue on to Step 3 in the wizard, or click Verify Settings to bypass Step 3 and continue directly to Step 4 in the wizard. If you click Advanced, you can specify some of the advanced settings associated with automated message rules. After you are done on Step 3, you can click Verify Settings to continue to Step 4 in the wizard.
- Once you are on Step 4, you can either click Save As Draft, which will save, but not activate the
automated message rule (i.e. no messages will be sent via the automated message rule until you activate it), or click Save And Activate, which will save and activate the automated message rule.
So there you have it. By utilizing the power of a behaviorally targeted automated message rule, you can let your customer’s actions drive your email marketing efforts in an unobtrusive manner. Now all you have to do is sit back and let the automated message rule work it’s magic.
Have you used behaviorally targeted automated message rules in Bronto? If so, we’d love to hear about it in our comments section below.
John Gunther
Technical Writer/eLearning Specialist at Bronto
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