How to Build an Effective Behaviour Change Email Campaign

Posted by Marketing & PR on 20 Feb 2020

How to Build an Effective Behaviour Change Email Campaign

With over 3.9 billion active email users globally and 293.6 billion emails being sent and received every day in 2019, it’s no wonder that email is such an effective tool for communicating with your audience as part of your behaviour change campaign.

For many, email has become part of our everyday lives and since the rise of the smartphone you can reach people with email at any time and any location. Which is why email automation can help drive results when it comes to your behaviour change campaign.

“According to Statista, the number of active email users around the world is expected to grow to 4.3 billion by 2023.”

For example, if you are running a campaign to help people stop smoking with email automation you can ensure your audience receive the right messages at the right time. Furthermore, these can be personalised to the individual’s needs by asking them a few questions about their cravings and smoking habits.

If someone tells you they always crave a cigarette after their evening meal, you could set up a motivational automated email to be sent to them after their evening meal for the first few days to help keep them on track.

You could even include content in the email that could serve to distract them from their craving until it has passed, such as a blog article, testimonial video or interactive quiz or game. 

Nurturing people through change

Email automation allows you to send emails to people not only at set times but also after they have completed an action such as visited your website or downloaded a piece of content. This helps the individual feel as though they are going through the change with a community rather than on their own.

While people will already understand why they should give up smoking, it doesn’t hurt to remind them of the benefits of being smoke-free. This could be the money they would save, the health benefits or the effect it will have on their family and friends.

Consider the types of emails you could send to help nurture people through their behaviour change to help them stay on track and ultimately make a long-term positive change. A welcome email when someone signs up is a great way to make the individual feel they are a part of something and can let them know about all the tools you have to help them.

You could use your welcome email to signpost them to other areas of content or to drive a download of a supporting mobile app that will help them on their journey. Using data about the actions they take can identify how committed they are to changing and help you deliver tailored content to them to support them.

In addition to a welcome email, you may also want to consider sending real-life stories to help encourage and motivate your audience. These can be in the form of an interview style article or a video testimonial. Hearing real-life success stories can help the individual visualise themselves making the change and can give them the boost they need to stay on target.

Our Expertise

We are passionate about developing relevant approaches that bring about positive behavioural change – on a small scale, big scale, immediately, over time - not possibly, but definitely!

Whether we’re encouraging improving patient communication and outcomes in healthcare, promoting positive lifestyles by discouraging people from smoking in favour of taking more regular exercise, our approach identifies the best way of marketing ideas and initiatives such as Marketing Automation to bring about positive lifestyle change.

Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioral Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.

This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.

If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, then we’d love to hear from you. Please visit our contact page and get in touch.

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