In today’s hyper-competitive digital landscape, businesses can no longer rely on generic email blasts to convert leads. Consumers expect personalized, timely, and relevant communication. That’s where behavioral email automation comes in.
By leveraging customer behavior data—what they click, view, or abandon—brands can deliver emails that feel tailor-made, increasing engagement and conversions. Pair this strategy with cutting-edge technologies like RCS message, and you have a powerful combination to boost your bottom line.
In this article, we’ll explore what behavioral email automation is, the most effective triggers for sales, and how combining email with RCS message capabilities can revolutionize your customer journey.
What Is Behavioral Email Automation?
Behavioral email automation is the practice of sending automated emails based on specific user actions or behaviors. Unlike traditional emails that go out at a scheduled time to a list, behavioral emails are event-driven. They’re sent in real-time or based on logic that’s tied to customer interaction.
For example:
- A user signs up for your newsletter → Send a welcome email.
- A customer views a product but doesn’t purchase → Send a follow-up with reviews or a discount.
- A subscriber hasn’t opened your emails in 30 days → Send a re-engagement email.
These emails are typically part of an automation workflow and often integrated with CRM, eCommerce, or analytics platforms.
Why Behavioral Emails Work
Behavioral emails succeed because they:
- Match customer intent: They’re based on what the user actually did, not what you think they want.
- Improve timing: Triggered emails often arrive at the perfect moment in the customer journey.
- Increase ROI: Studies show that behavioral emails can generate up to 6x more revenue than traditional email campaigns.
When you pair email automation with RCS message capabilities, you add a visual, real-time, mobile-first dimension to your strategy—making messages even more effective.
Key Behavioral Triggers That Drive Sales
Let’s look at some of the most impactful behavioral email triggers—and how to use them to increase conversions.
1. Welcome Emails After Signup
Trigger: User signs up for your mailing list or account.
Why it works: The user is highly engaged at this moment. A well-crafted welcome series builds trust and sets expectations.
Pro tip: Include a discount or quick-start guide in your welcome email. Follow up with a rich RCS message for mobile users, offering a product carousel or video tour.
2. Abandoned Cart Emails
Trigger: Customer adds a product to their cart but doesn’t check out.
Why it works: The customer already showed purchase intent. A reminder can recapture that momentum.
Best practice: Use a 3-part abandoned cart series:
- 1st email: Reminder (sent within 1 hour)
- 2nd email: Benefits of the product or testimonials
- 3rd email: Discount or urgency (“Only 2 left!”)
RCS angle: An RCS message can include a dynamic checkout button, product image, and real-time customer support—all within the message thread.
3. Browse Abandonment
Trigger: User visits a product page but leaves without adding to cart.
Why it works: It’s a subtle intent signal. Reminding them of what they viewed can bring them back.
Email tip: Highlight the product benefits and include a “Did something catch your eye?” subject line.
Enhance with RCS: Send an RCS message with the product image, pricing, and a “Buy Now” button. It’s like shopping in a chat window.
4. Post-Purchase Follow-Up
Trigger: A customer completes a purchase.
Why it works: It builds loyalty and opens the door to upselling or cross-selling.
What to send:
- Order confirmation and shipping info
- How-to guides or product usage tips
- Recommendations for complementary products
Bonus with RCS: Send a rich post-purchase message thanking the customer, with options to track orders, contact support, or browse more.
5. Re-Engagement Campaigns
Trigger: A subscriber hasn’t opened your emails or visited your site in a while.
Why it works: Sometimes users just need a small nudge or a fresh offer.
Strategy: Use subject lines like “We miss you” or “Still interested in [Product Name]?”
RCS bonus: Send an attention-grabbing RCS message with an incentive or visual reminder to re-engage customers directly on mobile.
6. Behavior-Based Upselling and Cross-Selling
Trigger: Customer purchases a specific product or hits a milestone.
Why it works: The customer is already invested in your brand. Suggesting relevant add-ons increases average order value.
Email ideas:
- “Complete your collection”
- “Customers who bought this also liked…”
Add RCS flair: An RCS message can showcase upsells in an interactive carousel, making it easy to explore and buy within the chat.
7. Milestone or Anniversary Emails
Trigger: It’s the customer’s birthday, signup anniversary, or a loyalty milestone.
Why it works: Personalized, celebratory messages deepen the emotional connection with your brand.
In your email: Include a special offer or exclusive content.
Make it shine with RCS: Send a festive RCS message with animated visuals, confetti effects, or a birthday coupon code.
Behavioral Email + RCS Message = Omnichannel Magic
While behavioral email automation handles the structured, timed touchpoints, RCS messages deliver mobile-native, media-rich experiences. Together, they create an omnichannel strategy that caters to today’s on-the-go customers.
Benefits of Adding RCS to Your Strategy:
- Higher open and response rates: RCS messages can outperform traditional email on mobile.
- Better user experience: Buttons, carousels, videos—all inside the messaging app.
- Real-time communication: Ideal for urgent updates like restocks or flash sales.
Platforms like MSG91, Gupshup, and Vonage offer access to the RCS message ecosystem, allowing brands to automate communication alongside email.
Tools to Implement Behavioral Automation
To create effective behavioral campaigns, you’ll need the right tools. Popular platforms include:
- Email Marketing Automation: MSG91, Klaviyo, ActiveCampaign, Drip
- CRM Integration: HubSpot, Salesforce, Zoho
- RCS Messaging Providers: MSG91, Gupshup, Kaleyra
Many of these platforms allow you to build workflows that trigger emails and messages based on customer behavior—without needing to code.
Behavioral email automation isn’t just a trend—it’s the future of personalized marketing. By sending the right message at the right time, you can nurture leads, reduce churn, and drive consistent sales.When you layer in the visual and interactive power of RCS messages, you elevate your strategy into a seamless, mobile-first experience your customers will love.
So don’t settle for one-size-fits-all marketing. Use behavior as your guide, automation as your engine, and RCS as your secret weapon—and watch your sales grow.
