It’s an Email 101 rule that every email has a clear purpose. With behavioral drip emails, that purpose becomes much easier to work towards. Instead of being dictated by a time table, messages are tied to actual goals to help people succeed and experience their aha moments.
Sending behavioral drip messages is a smarter, more focused way of working in marketing and product. You’re more effective at helping people succeed while ultimately sending them less email, and you can measure real results rather than guessing from clicks and opens.
But only 20% of marketers are using behavioral emails, according to Ecoconsultancy’s 2015 Email Marketing Census.
More on personalization (really, that’s what we’re talking about here).