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Behavioral Marketing Explained | Braze
2026-03-07 15:11 Diff
https://www.braze.com/resources/articles/behavioral-marketing
The fastest-growing brands have something in common—40% more of their revenue comes from personalization and behavioral marketing is how they get there. Customers leave a trail of intent with every click, search, and purchase. Behavioral marketing turns those signals into action, with a message triggered by a product view, or perhaps a personalized offer that appears just as interest peaks.
Behind the scenes, behavioral marketing uses data, segmentation, and automation to adapt messages in real time across every channel. Brands can reach consumers in a way that feels personal at scale and build responsive journeys for stronger retention, higher conversion rates, and a measurable return on more meaningful experiences.
Contents
What is behavioral marketing (also called behavior-based marketing)?
How does behavioral marketing work?
Why is behavioral marketing important for customer engagement?
What are the main types of behavioral marketing?
What are examples of behavioral marketing in action?
What are the best practices for behavioral marketing?
How leading brands use behavioral marketing to drive results
How Braze turns behavioral data into smarter engagement
Final thoughts on behavioral marketing
FAQs about behavioral marketing
What is behavioral marketing (also called behavior-based marketing)?

Behavioral marketing uses data from real customer actions—like browsing, search history, and purchasing—to tailor messages and experiences in real time. Rather than segmenting audiences by broad demographics, it looks at how people are interacting with your brand and what those interactions reveal about their intent.
By analyzing engagement patterns and building segments from those insights, brands can deliver 1:1 messages, recommendations, and offers that align with each customer’s interests and context.
How does behavioral marketing work?

Customer interactions inform what messages and experiences come next. Every action creates data, and that data helps brands respond in ways that feel personal and relevant. Here’s how it works:
Data collection

Brands capture behavioral data from multiple touchpoints—such as websites, apps, email, and social media channels. Each click, search, purchase, or piece of content viewed adds context about customer intent and interest.
Segmentation

That information is then grouped into audience segments based on patterns of behavior or engagement. These segments help shape who to reach and how to tailor messaging so it resonates.
Targeted delivery

With targeted marketing, messages are automatically adapted in real time. A shopper who lingers on a product page might later see a reminder about that item; someone exploring travel content could receive destination ideas; an active app user might get an in-app tip that helps them make the most of a feature.
Why is behavioral marketing important for customer engagement?

Behavioral marketing is important for customer engagement because it builds genuine, 1:1 connections between brands and their audiences. When communication reflects what people actually do—what they viewed, where they paused, what they purchased, or what they returned to—it feels natural and worth responding to.
This approach directs how brands communicate:
More relevance, less noise. Messaging aligns with real behavior, so there’s no need for broad, batch sends that miss the mark.
Retention that lasts. Journeys evolve with each interaction, adapting as preferences and habits change over time.
A better customer experience. Messages arrive when they’re useful, in the right format, and with the right tone—building trust and consistency across every channel.
Proven performance. Behavioral data shows what drives engagement and conversion, helping teams spend smarter and connect more meaningfully.
Basing engagement in real behavior helps brands communicate with more relevance and lead customers—and potential customers— into experiences that truly fit their needs.
What are the main types of behavioral marketing?

A behavioral marketing strategy can look different depending on how brands use data to understand and respond to customer actions. Each type applies behavioral insight in its own way, helping shape communication that feels specific, and genuinely useful.
Product recommendations and dynamic suggestions

This approach uses behavioral data to suggest what a customer might want to see next. It combines browsing history, purchase behavior, or content engagement to automatically personalize what appears on a webpage, in an app, or in an email. Dynamic content adapts in real time, showing different products or services, messages, or visuals depending on each person’s actions.
Remarketing and retargeting campaigns

These tactics focus on reconnecting with people who’ve already shown interest. Behavioral cues—like items left in a cart, unfinished forms, or repeated visits—help brands identify intent and follow up with relevant marketing messages. The aim is to bring people back into the journey, not start the conversation again from scratch.
Behavioral email marketing and triggered messages

Here, communication via email or other messaging happens in direct response to customer activity. Signing up for a service, exploring a feature, or going inactive can all trigger tailored outreach. It’s a practical way to keep engagement flowing, using behavior as the prompt for when and how to reach out.
Demographic and contextual targeting

Contextual targeting combines behavioral insight with situational data—like the time of day, device, or even where a purchase took place. For example, a customer’s last order and location can shape what they see next, creating messages that feel timely and relevant to their current context.
Predictive behavioral targeting with AI

This type uses machine learning to anticipate what customers might do next. By analyzing past behaviors, AI models can predict future actions and automate decisions around timing, channel, and content. Predictive targeting supports next best action strategies, helping brands move from reacting to behavior to staying a step ahead of it.
Behavioral marketing efforts can be applied across many different industries, leveraging the right type and mix to drive real results.
What are examples of behavioral marketing in action?

Behavioral marketing can take many forms depending on the challenge a brand is trying to solve. Below are a few examples of how different industries apply behavioral insight to connect with customers and drive results.
Retail personalization

Opportunity

Customers are browsing but not converting, and static site experiences don’t reflect individual preferences or intent.
Type: Product recommendations and dynamic content

Behavioral data informs what a customer sees next—whether that’s suggested products, relevant categories, or offers tied to past purchases. Dynamic content adapts automatically, aligning recommendations with real-time behavior.
Strategy

Use browsing and purchase data to personalize content across your website, app, and email. Combine this with triggered follow-ups—such as reminders or tailored offers—to create a connected experience that moves customers toward purchase.
Outcome

Boosts product discovery, increases conversion rates, and encourages repeat purchases by keeping content aligned with customer intent.
Travel re-engagement

Opportunity

Travelers research destinations and offers but often abandon bookings before completion.
Type: Remarketing and retargeting

Behavioral signals—like flight searches, saved trips, or destination views—help brands reconnect with high-intent customers.
Strategy

Retarget audiences based on recent browsing behavior, sending personalized follow-ups through email, push notifications, or ads. Messaging can highlight updated prices, new packages, or limited-time deals to reignite interest.
Outcome

Reclaims lost bookings, improves conversion rates, and keeps the brand visible through timely, relevant outreach.
Subscription renewal

Opportunity

Subscribers risk churning because renewal reminders arrive too late—or not at all.
Type: Behavioral email and triggered messaging

Behavior-based automation allows communication to respond to usage, milestones, or renewal timelines.
Strategy

Use engagement data to trigger personalized messages before subscriptions expire. Include renewal incentives, highlight new features, and follow up with gentle nudges for those yet to act.
Outcome

Improves retention, lifts renewal rates, and keeps communication flowing naturally throughout the subscription lifecycle.
Food delivery reactivation

Opportunity
Lapsed users disengage when outreach doesn’t match their timing, location, or habits.
Type: Contextual targeting
Combines behavioral signals (order frequency, favorites) with contextual data like time of day or location to make outreach feel relevant to the moment.
Strategy
Identify when and where users typically order, then send targeted push messages or in-app offers that reflect those patterns—like a dinner reminder featuring their last meal choice.
Outcome
Revives dormant users, drives repeat orders, and builds habitual engagement through timely, familiar experiences.
Financial services retention

Opportunity
Customers show early signs of disengagement—fewer logins, reduced balance checks, or missed payments—before officially churning.
Type: Predictive behavioral targeting with AI
Predictive modeling identifies customers at risk and determines the next best action to keep them engaged.
Strategy
Use AI-powered insights to trigger personalized retention messages, such as incentives, education, or tailored recommendations. Adjust journeys dynamically based on response to maintain relevance.
Outcome
Reduces churn, increases lifetime value, and helps teams act before disengagement occurs.
What are the best practices for behavioral marketing?

Strong behavioral marketing is built on transparency, relevance, and respect for the customer relationship. These principles help teams create marketing campaigns that perform well and build trust over time.
Be transparent with data

People are more willing to share data when they understand how it’s used. Be upfront about collection, consent, and privacy. Clear communication builds confidence and turns personalization into something customers welcome, not worry about.
Focus on value

Every message should have a purpose—helping, informing, or rewarding the customer. When communication adds value, it strengthens engagement and reduces fatigue across channels.
Keep data clean and secure

Reliable personalization depends on reliable data. Regularly audit behavioral and demographic data for accuracy, and maintain strong security standards to protect it. Clean inputs lead to confident decisions.
Test, learn, and adapt

Customer behavior constantly changes. Test different messages, channels, and timings to see what drives response, then apply those learnings to refine the next campaign. Small, steady adjustments drive lasting impact.
Automate intelligently

Automation and AI make personalization scalable, but human judgment keeps it meaningful. Use automation to manage volume and timing while maintaining creative control over tone, content, and experience.
How leading brands use behavioral marketing to drive results

Across industries, brands are using data, automation, and predictive insight to build stronger relationships and measurable business results. From predictive personalization to smarter retention and timing that feels human, these brands show how insight and automation can turn behavioral signals into smarter personalization, higher engagement, and sustained growth.
8fit uses predictive tools to personalize every journey

8fit is a global fitness and nutrition app offering personalized workouts, meal plans, and meditations to more than 40 million users. With so many options available to customers, 8fit needed a smarter way to engage users, convert them into paying subscribers, and strengthen long-term retention.
The challenge

The team wanted to increase paid subscriptions without relying on blanket discounts or mass offers. They needed a way to predict which users were most likely to convert—and to tailor incentives accordingly for higher ROI and less message fatigue.
The strategy

Using the Braze Predictive Purchases feature, part of the Predictive Suite, 8fit assigned every user a Purchase Likelihood Score (from 0 to 100). Campaigns were then designed to target users based on that score: lower discounts for users with medium to high likelihood, and higher-value offers for those less likely to subscribe.
Messages were delivered across email, push, and in-app channels, with continuous testing of content, timing, and channel mix. By excluding low-likelihood users entirely, the team reduced unnecessary sends while improving the quality of each interaction.
The results

3.75x higher conversion rate among high-likelihood users compared with a random cohort
100,000 fewer emails sent weekly with no loss in conversions
Stronger ROI and more efficient campaign performance through predictive targeting
Rappi turns behavioral insight into retention wins

Founded in 2015 in Bogotá, Rappi is Latin America’s first “Superapp,” connecting users across nine countries to on-demand services ranging from food delivery to prescription pickup. To maintain loyalty in a crowded market, Rappi needed to reach customers on the channels they use most—at the exact moment they’re ready to act.
The challenge

Rappi wanted to expand its retention and win-back strategy to keep both new and lapsed users engaged. The team aimed to deliver personalized offers across channels while using real-time data to make every interaction relevant and efficient.
The strategy

Using Braze Canvas, Rappi automated complex customer journeys that combined push, in-app messages, email, and WhatsApp—a channel newly integrated into their engagement mix. They created two key audience segments: Momentum (active users) and Reactivation (lapsed users). Each journey was tailored with dynamic templates built in Braze, allowing for personalized, data-driven messaging at scale.
The results

71% read rate for active users
28% lift in users who reactivated and made 1 purchase within 30 days
43% lift in users who reactivated and made 2 or more purchases within 30 days
67% read rate for lapsed users
80% increase in purchases among lapsed users who received WhatsApp messages compared to the control group
Foodora delivers higher engagement with smarter targeting

Operating in over 700 cities across Europe, Foodora’s mission is to deliver freedom—helping people order what they want, when they want it. The team set out to build customer relationships that feel like friendships: personal, consistent, and built on trust.
The challenge

Foodora wanted to move beyond scheduled campaigns toward messaging that adapted to each customer’s behavior and timing. The goal was to improve engagement, reduce unsubscribe rates, and increase overall satisfaction.
The strategy

Using Braze Intelligent Timing, Foodora replaced fixed campaign send times with AI-powered delivery that optimized messages based on when each customer was most likely to engage. This approach, supported by predictive analytics and cross-channel messaging through email, push, and in-app notifications, created a unified and non-intrusive customer experience.
The results

41% conversion rate from messages sent
26% reduction in unsubscribe rates
6% increase in push direct opens
Expanded rollout of Intelligent Timing to new markets and channels
Stronger engagement and measurable gains in customer satisfaction
How Braze turns behavioral data into smarter engagement

Braze helps brands turn behavioral insight into real-time, meaningful engagement. The platform brings customer data together across channels, interprets it instantly, and uses those insights to deliver personalized messages that meet people where they are.
Features like Braze AI Decisioning Studio™, Canvas, and Intelligent Timing make it possible to predict needs, automate next best actions, and adapt journeys as behavior changes. Each interaction becomes part of a connected system that responds to customers in the moment.
Braze gives teams the flexibility to move faster and communicate smarter—using automation and AI to turn behavioral data into experiences that build trust, drive loyalty, and strengthen every customer relationship.
Final thoughts on behavioral marketing

Behavioral marketing connects data with intent to create experiences that feel genuinely personal. It turns every interaction—every search, click, or purchase—into insight that helps brands communicate with more context, empathy, and precision.
As customer expectations rise, this approach gives brands the agility to adapt in real time and the intelligence to anticipate what comes next. Paired with the right technology, behavioral marketing becomes the foundation for meaningful, measurable engagement.
With platforms like Braze, brands can use automation and AI to act on behavioral data safely, creatively, and at scale—transforming everyday communication into lasting connections.
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class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="arrow-right" aria-hidden="true"><use href="/icons/sprites.svg#arrow-right"></use></svg></div></span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/brazeai"><div class="flex-none flex items-center justify-center text-white w-12 h-12 bg-brandingPurpleOrange rounded-full"><svg width="24" height="24" role="img" aria-label="magic-wand-01"><use href="/icons/sprites.svg#magic-wand-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAl™<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">UPDATES</span></span><span class="text-sm font-normal text-gray-600">Automate, learn, and personalize with AI</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/braze-data-platform"><div class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Data Platform</span><span class="text-sm font-normal text-gray-600">Unify, activate, and distribute your data</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="grid-01"><use href="/icons/sprites.svg#grid-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Cross-Channel</span><span class="text-sm font-normal text-gray-600">Send all your messages from one place</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CAPABILITIES</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/product/brazeai-decisioning-studio"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="route"><use href="/icons/sprites.svg#route"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI Decisioning Studio™<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Deliver 1:1 personalization, at scale</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/journey-orchestration"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="skew"><use href="/icons/sprites.svg#skew"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Journey Orchestration</span><span class="text-sm font-normal text-gray-600">Create multi-step, cross-channel experiences</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/ai-agents"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="cube-02"><use href="/icons/sprites.svg#cube-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI™ Agents<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Scale smarter engagement with always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting &amp; Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance &amp; uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Solutions"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Back</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-6"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Industries</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/solutions/retail-and-ecommerce"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Retail &amp; eCommerce</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/financial-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="currency-dollar"><use href="/icons/sprites.svg#currency-dollar"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Financial Services</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/travel-hospitality"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="map-01"><use href="/icons/sprites.svg#map-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Travel &amp; Hospitality</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media &amp; Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="play"><use href="/icons/sprites.svg#play"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">On Demand</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/qsr"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="heart-rounded"><use href="/icons/sprites.svg#heart-rounded"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">QSR</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Use Cases</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/solutions/optimize-onboarding"><div class="flex-none flex items-center 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type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Resources","item":"https://www.braze.com/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/resources/articles"},{"@type":"ListItem","position":3,"name":"How behavioral marke...","item":"https://www.braze.com/resources/articles/behavioral-marketing"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">How behavioral marketing turns data into personalized experiences</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Published on December 02, 2025</span><span>/</span><span>Last edited on December 02, 2025</span><span>/</span><span>13<!-- --> min read</span></p></div><div class="shrink-0 grow basis-0"><img alt="How behavioral marketing turns data into personalized experiences" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F825c4caac7408cb573244dd7740a5a5959c32e62-1920x1080.png&amp;w=640&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F825c4caac7408cb573244dd7740a5a5959c32e62-1920x1080.png&amp;w=1200&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F825c4caac7408cb573244dd7740a5a5959c32e62-1920x1080.png&amp;w=1200&amp;q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTHOR</span><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=256&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Team Braze</h6></div></div></div><div class="flex flex-col gap-6"><p>The fastest-growing brands have something in common—<a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">40% more of their revenue</a> comes from personalization<em> </em>and behavioral marketing is how they get there. Customers leave a trail of intent with every click, search, and purchase. Behavioral marketing turns those signals into action, with a message triggered by a product view, or perhaps a personalized offer that appears just as interest peaks.</p><p>Behind the scenes, behavioral marketing uses data, segmentation, and automation to adapt messages in real time across every channel. Brands can reach consumers in a way that feels personal at scale and build responsive journeys for stronger retention, higher conversion rates, and a measurable return on more meaningful experiences.</p><p><strong>Contents</strong></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#what" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What is behavioral marketing (also called behavior-based marketing)?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#how" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How does behavioral marketing work?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#why" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Why is behavioral marketing important for customer engagement?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#types" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What are the main types of behavioral marketing?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#examples" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What are examples of behavioral marketing in action?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#best-practices" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What are the best practices for behavioral marketing?</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#brands" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How leading brands use behavioral marketing to drive results</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#braze" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How Braze turns behavioral data into smarter engagement</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#conclusion" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Final thoughts on behavioral marketing</a></p><p><a href="https://www.braze.com/resources/articles/behavioral-marketing#faqs" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">FAQs about behavioral marketing</a></p><div id="what"></div><h2 id="h-f5d60ba2b62a" class="my-4 text-gray-900 lg:text-display-lg">What is behavioral marketing (also called behavior-based marketing)?</h2><p>Behavioral marketing uses data from real customer actions—like browsing, search history, and purchasing—to tailor messages and experiences in real time. Rather than segmenting audiences by broad demographics, it looks at how people are interacting with your brand and what those interactions reveal about their intent.</p><p>By analyzing engagement patterns and building segments from those insights, brands can deliver 1:1 messages, recommendations, and offers that align with each customer’s interests and context.</p><div id="how"></div><h2 id="h-5f43f23a7e9d" class="my-4 text-gray-900 lg:text-display-lg">How does behavioral marketing work?</h2><p>Customer interactions inform what messages and experiences come next. Every action creates data, and that data helps brands respond in ways that feel personal and relevant. Here’s how it works:</p><h3 id="h-44580a12ea1a" class="my-4 text-gray-900">Data collection</h3><p>Brands capture behavioral data from multiple touchpoints—such as websites, apps, email, and social media channels. Each click, search, purchase, or piece of content viewed adds context about customer intent and interest.</p><h3 id="h-38d156708291" class="my-4 text-gray-900">Segmentation</h3><p>That information is then grouped into <a href="https://www.braze.com/resources/articles/guide-to-behavioral-segmentation" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">audience segments</a> based on patterns of behavior or engagement. These segments help shape who to reach and how to tailor messaging so it resonates.</p><h3 id="h-c21bcf3640bb" class="my-4 text-gray-900">Targeted delivery</h3><p>With targeted marketing, messages are automatically adapted in real time. A shopper who lingers on a product page might later see a reminder about that item; someone exploring travel content could receive destination ideas; an active app user might get an in-app tip that helps them make the most of a feature.</p><div id="why"></div><h2 id="h-3e13ea5e4257" class="my-4 text-gray-900 lg:text-display-lg">Why is behavioral marketing important for customer engagement?</h2><p>Behavioral marketing is important for <a href="https://www.braze.com/resources/articles/customer-engagement-guide" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">customer engagement</a> because it builds genuine, 1:1 connections between brands and their audiences. When communication reflects what people actually do—what they viewed, where they paused, what they purchased, or what they returned to—it feels natural and worth responding to.</p><p>This approach directs how brands communicate:</p><ul><li class="mb-2 ml-10 list-disc"><strong>More relevance, less noise.</strong> Messaging aligns with real behavior, so there’s no need for broad, batch sends that miss the mark.</li><li class="mb-2 ml-10 list-disc"><strong>Retention that lasts.</strong> Journeys evolve with each interaction, adapting as preferences and habits change over time.</li><li class="mb-2 ml-10 list-disc"><strong>A better customer experience.</strong> Messages arrive when they’re useful, in the right format, and with the right tone—building trust and consistency across every channel.</li><li class="mb-2 ml-10 list-disc"><strong>Proven performance.</strong> Behavioral data shows what drives engagement and conversion, helping teams spend smarter and connect more meaningfully.</li></ul><p>Basing engagement in real behavior helps brands communicate with more relevance and lead customers—and potential customers— into experiences that truly fit their needs.</p><img alt="Diagram illustrating four benefits of personalized customer messaging: more relevance, lasting retention, proven performance, and a better customer experience." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Febd9daa9ee9b2fc8762c72b5d698f97c289e0dd3-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Febd9daa9ee9b2fc8762c72b5d698f97c289e0dd3-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Febd9daa9ee9b2fc8762c72b5d698f97c289e0dd3-2400x1200.png&amp;w=1920&amp;q=75"/><div id="types"></div><h2 id="h-60175b65eb61" class="my-4 text-gray-900 lg:text-display-lg">What are the main types of behavioral marketing?</h2><p>A behavioral marketing strategy can look different depending on <a href="https://www.braze.com/product/braze-data-platform" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">how brands use data</a> to understand and respond to customer actions. Each type applies behavioral insight in its own way, helping shape communication that feels specific, and genuinely useful.</p><h3 id="h-d6ebdb2940b7" class="my-4 text-gray-900">Product recommendations and dynamic suggestions</h3><p>This approach uses behavioral data to suggest what a customer might want to see next. It combines browsing history, purchase behavior, or content engagement to automatically personalize what appears on a webpage, in an app, or in an email. Dynamic content adapts in real time, showing different products or services, messages, or visuals depending on each person’s actions.</p><h3 id="h-de6b528d5f8f" class="my-4 text-gray-900">Remarketing and retargeting campaigns</h3><p>These tactics focus on reconnecting with people who’ve already shown interest. Behavioral cues—like items left in a cart, unfinished forms, or repeated visits—help brands identify intent and follow up with relevant marketing messages. The aim is to bring people back into the journey, not start the conversation again from scratch.</p><h3 id="h-f48e8af46ac3" class="my-4 text-gray-900">Behavioral email marketing and triggered messages</h3><p>Here, communication via <a href="https://www.braze.com/resources/articles/behavioral-email-marketing-mini-guide" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">email</a> or other messaging happens in direct response to customer activity. Signing up for a service, exploring a feature, or going inactive can all trigger tailored outreach. It’s a practical way to keep engagement flowing, using behavior as the prompt for when and how to reach out.</p><h3 id="h-55b614a0c19d" class="my-4 text-gray-900">Demographic and contextual targeting</h3><p>Contextual targeting combines behavioral insight with situational data—like the time of day, device, or even where a purchase took place. For example, a customer’s last order and location can shape what they see next, creating messages that feel timely and relevant to their current context.</p><h3 id="h-f838da9999cf" class="my-4 text-gray-900">Predictive behavioral targeting with AI</h3><p>This type uses machine learning to anticipate what customers might do next. By analyzing past behaviors, AI models can predict future actions and automate decisions around timing, channel, and content. Predictive targeting supports next best action strategies, helping brands move from reacting to behavior to staying a step ahead of it.</p><p>Behavioral marketing efforts can be applied across many different industries, leveraging the right type and mix to drive real results.</p><div id="examples"></div><h2 id="h-7b6f86b9efd8" class="my-4 text-gray-900 lg:text-display-lg">What are examples of behavioral marketing in action?</h2><p>Behavioral marketing can take many forms depending on the challenge a brand is trying to solve. Below are a few examples of how different industries apply behavioral insight to connect with customers and drive results.</p><h3 id="h-277635a918cc" class="my-4 text-gray-900">Retail personalization</h3><h4 id="h-3079691b0e60" class="my-4 text-gray-900"><strong>Opportunity</strong></h4><p>Customers are browsing but not converting, and static site experiences don’t reflect individual preferences or intent.</p><h4 id="h-b2d3571174b8" class="my-4 text-gray-900"><strong>Type: Product recommendations and dynamic content</strong></h4><p><a href="https://www.braze.com/customers/kfc-spain-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Behavioral data informs what a customer sees next</a>—whether that’s suggested products, relevant categories, or offers tied to past purchases. Dynamic content adapts automatically, aligning recommendations with real-time behavior.</p><h4 id="h-80f6fc5d1543" class="my-4 text-gray-900"><strong>Strategy</strong></h4><p>Use browsing and purchase data to personalize content across your website, app, and email. Combine this with triggered follow-ups—such as reminders or tailored offers—to create a connected experience that moves customers toward purchase.</p><h4 id="h-c57f2023e89a" class="my-4 text-gray-900"><strong>Outcome</strong></h4><p>Boosts product discovery, increases conversion rates, and encourages repeat purchases by keeping content aligned with customer intent.</p><h3 id="h-91f9bae7c076" class="my-4 text-gray-900">Travel re-engagement</h3><h4 id="h-01cebb6df6fe" class="my-4 text-gray-900"><strong>Opportunity</strong></h4><p>Travelers research destinations and offers but often abandon bookings before completion.</p><h4 id="h-6c4f6c7b9a51" class="my-4 text-gray-900"><strong>Type: Remarketing and retargeting</strong></h4><p><a href="https://www.braze.com/resources/articles/guide-to-behavioral-segmentation" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Behavioral signals</a>—like flight searches, saved trips, or destination views—help brands reconnect with high-intent customers.</p><h4 id="h-b3668bd14e1b" class="my-4 text-gray-900"><strong>Strategy</strong></h4><p>Retarget audiences based on recent browsing behavior, sending personalized follow-ups through email, <a href="https://www.braze.com/resources/articles/push-notifications-best-practices" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">push notifications</a>, or ads. Messaging can highlight updated prices, new packages, or limited-time deals to reignite interest.</p><h4 id="h-eaaa817c78ed" class="my-4 text-gray-900"><strong>Outcome</strong></h4><p>Reclaims lost bookings, <a href="https://www.braze.com/customers/skyscanner" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">improves conversion rates</a>, and keeps the brand visible through timely, relevant outreach.</p><h3 id="h-d7f24c38774c" class="my-4 text-gray-900">Subscription renewal</h3><h4 id="h-f8eb0ab70dd3" class="my-4 text-gray-900"><strong>Opportunity</strong></h4><p>Subscribers risk churning because renewal reminders arrive too late—or not at all.</p><h4 id="h-5786226d9e22" class="my-4 text-gray-900"><strong>Type: Behavioral email and triggered messaging</strong></h4><p>Behavior-based automation allows communication to respond to usage, milestones, or renewal timelines.</p><h4 id="h-fe3536a8bbb0" class="my-4 text-gray-900"><strong>Strategy</strong></h4><p>Use engagement data to trigger personalized messages before subscriptions expire. Include renewal incentives, highlight new features, and follow up with gentle nudges for those yet to act.</p><h4 id="h-629b2bd49c96" class="my-4 text-gray-900"><strong>Outcome</strong></h4><p><a href="https://www.braze.com/customers/showmax-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Improves retention</a>, lifts renewal rates, and keeps communication flowing naturally throughout the subscription <a href="https://www.braze.com/resources/articles/customer-lifecycle-marketing" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">lifecycle</a>.</p><h3 id="h-3ab38dcf13d5" class="my-4 text-gray-900">Food delivery reactivation</h3><p><strong>Opportunity</strong></p><p>Lapsed users disengage when outreach doesn’t match their timing, location, or habits.</p><p><strong>Type: Contextual targeting</strong></p><p>Combines behavioral signals (order frequency, favorites) with contextual data like time of day or location to make outreach feel relevant to the moment.</p><p><strong>Strategy</strong></p><p>Identify when and where users typically order, then send targeted push messages or in-app offers that reflect those patterns—like a dinner reminder featuring their last meal choice.</p><p><strong>Outcome</strong></p><p><a href="https://www.braze.com/customers/foodora-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Revives dormant users</a>, drives repeat orders, and builds habitual engagement through timely, familiar experiences.</p><h3 id="h-0d4a6034f7dc" class="my-4 text-gray-900">Financial services retention</h3><p><strong>Opportunity</strong></p><p>Customers show early signs of disengagement—fewer logins, reduced balance checks, or missed payments—before officially churning.</p><p><strong>Type: Predictive behavioral targeting with AI</strong></p><p>Predictive modeling identifies customers at risk and determines the next best action to keep them engaged.</p><p><strong>Strategy</strong></p><p>Use AI-powered insights to trigger personalized retention messages, such as incentives, education, or tailored recommendations. Adjust journeys dynamically based on response to maintain relevance.</p><p><strong>Outcome</strong></p><p><a href="https://www.braze.com/customers/yonder-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Reduces churn</a>, increases lifetime value, and helps teams act before disengagement occurs.</p><div id="best-practices"></div><h2 id="h-858a319b2959" class="my-4 text-gray-900 lg:text-display-lg">What are the best practices for behavioral marketing?</h2><p>Strong behavioral marketing is built on transparency, relevance, and respect for the customer relationship. These principles help teams create marketing campaigns that perform well and build trust over time.</p><img alt="An infographic listing five best practices for behavioral marketing: Be transparent with data, Focus on value, Keep data clean and secure, Test, learn, and adapt, and Automate intelligently." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F69f28310d010b6cc0eaee533685e99f7455a42aa-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F69f28310d010b6cc0eaee533685e99f7455a42aa-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F69f28310d010b6cc0eaee533685e99f7455a42aa-2400x1200.png&amp;w=1920&amp;q=75"/><h3 id="h-a15c138213f2" class="my-4 text-gray-900">Be transparent with data</h3><p>People are more willing to <a href="https://www.braze.com/resources/articles/first-party-data" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">share data</a> when they understand how it’s used. Be upfront about collection, consent, and privacy. Clear communication builds confidence and turns <a href="https://www.braze.com/resources/articles/personalization-at-scale" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">personalization</a> into something customers welcome, not worry about.</p><h3 id="h-618aeb79ceff" class="my-4 text-gray-900">Focus on value</h3><p>Every message should have a purpose—helping, informing, or rewarding the customer. When communication adds value, it strengthens engagement and reduces fatigue across channels.</p><h3 id="h-08da6186fca5" class="my-4 text-gray-900">Keep data clean and secure</h3><p>Reliable personalization depends on reliable data. Regularly audit behavioral and demographic data for accuracy, and maintain strong security standards to protect it. Clean inputs lead to confident decisions.</p><h3 id="h-b73d57bfd30b" class="my-4 text-gray-900">Test, learn, and adapt</h3><p>Customer behavior constantly changes. Test different messages, channels, and timings to see what drives response, then apply those learnings to refine the next campaign. Small, steady adjustments drive lasting impact.</p><h3 id="h-3177745001f9" class="my-4 text-gray-900">Automate intelligently</h3><p>Automation and AI make personalization scalable, but human judgment keeps it meaningful. Use automation to manage volume and timing while maintaining creative control over tone, content, and experience.</p><div id="brands"></div><h2 id="h-6f973d10bc44" class="my-4 text-gray-900 lg:text-display-lg">How leading brands use behavioral marketing to drive results</h2><p>Across industries, brands are using data, automation, and predictive insight to build stronger relationships and measurable business results. From predictive personalization to smarter retention and timing that feels human, these brands show how insight and automation can turn behavioral signals into smarter personalization, higher engagement, and sustained growth.</p><h3 id="h-706fb42243bf" class="my-4 text-gray-900">8fit uses predictive tools to personalize every journey</h3><p><a href="https://www.braze.com/customers/8fit-case-study-predictive" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">8fit</a> is a global fitness and nutrition app offering personalized workouts, meal plans, and meditations to more than 40 million users. With so many options available to customers, 8fit needed a smarter way to engage users, convert them into paying subscribers, and strengthen long-term retention.</p><h4 id="h-50850c849d52" class="my-4 text-gray-900"><strong>The challenge</strong></h4><p>The team wanted to increase paid subscriptions without relying on blanket discounts or mass offers. They needed a way to predict which users were most likely to convert—and to tailor incentives accordingly for higher ROI and less message fatigue.</p><img alt="Three smartphone screens displaying an 8fit app promotion to &#x27;Beat Your Sofa!&#x27; with discount offers." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F776d3aed7671d78c973f6812d6ffc6286c525307-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F776d3aed7671d78c973f6812d6ffc6286c525307-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F776d3aed7671d78c973f6812d6ffc6286c525307-2400x1200.png&amp;w=1920&amp;q=75"/><h4 id="h-bdebb49c5e5a" class="my-4 text-gray-900"><strong>The strategy</strong></h4><p>Using the Braze Predictive Purchases feature, part of the Predictive Suite, 8fit assigned every user a Purchase Likelihood Score (from 0 to 100). Campaigns were then designed to target users based on that score: lower discounts for users with medium to high likelihood, and higher-value offers for those less likely to subscribe.</p><p>Messages were delivered across email, push, and in-app channels, with continuous testing of content, timing, and channel mix. By excluding low-likelihood users entirely, the team reduced unnecessary sends while improving the quality of each interaction.</p><h4 id="h-707498cb423c" class="my-4 text-gray-900"><strong>The results</strong></h4><ul><li class="mb-2 ml-10 list-disc"><strong>3.75x higher conversion rate</strong> among high-likelihood users compared with a random cohort</li><li class="mb-2 ml-10 list-disc"><strong>100,000 fewer emails sent weekly</strong> with no loss in conversions</li><li class="mb-2 ml-10 list-disc">Stronger ROI and more efficient campaign performance through predictive targeting</li></ul><h3 id="h-e12b0c298cdc" class="my-4 text-gray-900">Rappi turns behavioral insight into retention wins</h3><p>Founded in 2015 in Bogotá, <a href="https://www.braze.com/customers/rappi-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Rappi</a> is Latin America’s first “Superapp,” connecting users across nine countries to on-demand services ranging from food delivery to prescription pickup. To maintain loyalty in a crowded market, Rappi needed to reach customers on the channels they use most—at the exact moment they’re ready to act.</p><h4 id="h-2ac9b87e193a" class="my-4 text-gray-900"><strong>The challenge</strong></h4><p>Rappi wanted to expand its retention and win-back strategy to keep both new and lapsed users engaged. The team aimed to deliver personalized offers across channels while using real-time data to make every interaction relevant and efficient.</p><img alt="A smartphone displays a Rappi chat message with a hamburger image and Spanish text offering 50% off." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdad4b5da3b3eb4424b5565cf40778b9fd679eb16-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdad4b5da3b3eb4424b5565cf40778b9fd679eb16-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fdad4b5da3b3eb4424b5565cf40778b9fd679eb16-2400x1200.png&amp;w=1920&amp;q=75"/><h4 id="h-ba391585b2d7" class="my-4 text-gray-900"><strong>The strategy</strong></h4><p>Using Braze Canvas, Rappi automated complex customer journeys that combined push, in-app messages, email, and WhatsApp—a channel newly integrated into their engagement mix. They created two key audience segments: Momentum (active users) and Reactivation (lapsed users). Each journey was tailored with dynamic templates built in Braze, allowing for personalized, data-driven messaging at scale.</p><h4 id="h-0e88e86467b1" class="my-4 text-gray-900"><strong>The results</strong></h4><ul><li class="mb-2 ml-10 list-disc"><strong>71%</strong> read rate for active users</li><li class="mb-2 ml-10 list-disc"><strong>28%</strong> lift in users who reactivated and made 1 purchase within 30 days</li><li class="mb-2 ml-10 list-disc"><strong>43%</strong> lift in users who reactivated and made 2 or more purchases within 30 days</li><li class="mb-2 ml-10 list-disc"><strong>67%</strong> read rate for lapsed users</li><li class="mb-2 ml-10 list-disc"><strong>80%</strong> increase in purchases among lapsed users who received WhatsApp messages compared to the control group</li></ul><h3 id="h-bf79fdeea0be" class="my-4 text-gray-900">Foodora delivers higher engagement with smarter targeting</h3><p>Operating in over 700 cities across Europe, <a href="https://www.braze.com/customers/foodora-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Foodora’s</a> mission is to deliver freedom—helping people order what they want, when they want it. The team set out to build customer relationships that feel like friendships: personal, consistent, and built on trust.</p><h4 id="h-13100372d83d" class="my-4 text-gray-900"><strong>The challenge</strong></h4><p>Foodora wanted to move beyond scheduled campaigns toward messaging that adapted to each customer’s behavior and timing. The goal was to improve engagement, reduce unsubscribe rates, and increase overall satisfaction.</p><img alt="Two phone screens displaying Foodora app push notifications: one for snacks (&quot;Running out of Chips &amp; Nuts?&quot;) and another for an incomplete order (&quot;Did you forget your food?&quot;)." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F59a881881f574978c595ab0c08e9aa54621f5650-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F59a881881f574978c595ab0c08e9aa54621f5650-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F59a881881f574978c595ab0c08e9aa54621f5650-2400x1200.png&amp;w=1920&amp;q=75"/><h4 id="h-d14010485f90" class="my-4 text-gray-900"><strong>The strategy</strong></h4><p>Using Braze Intelligent Timing, Foodora replaced fixed campaign send times with AI-powered delivery that optimized messages based on when each customer was most likely to engage. This approach, supported by predictive analytics and cross-channel messaging through email, push, and in-app notifications, created a unified and non-intrusive customer experience.</p><h4 id="h-406a371cba09" class="my-4 text-gray-900"><strong>The results</strong></h4><ul><li class="mb-2 ml-10 list-disc"><strong>41%</strong> conversion rate from messages sent</li><li class="mb-2 ml-10 list-disc"><strong>26%</strong> reduction in unsubscribe rates</li><li class="mb-2 ml-10 list-disc"><strong>6%</strong> increase in push direct opens</li><li class="mb-2 ml-10 list-disc">Expanded rollout of Intelligent Timing to new markets and channels</li><li class="mb-2 ml-10 list-disc">Stronger engagement and measurable gains in customer satisfaction</li></ul><div id="braze"></div><h2 id="h-105fac965030" class="my-4 text-gray-900 lg:text-display-lg">How Braze turns behavioral data into smarter engagement</h2><p>Braze helps brands turn behavioral insight into real-time, meaningful engagement. The platform brings customer data together across channels, interprets it instantly, and uses those insights to deliver personalized messages that meet people where they are.</p><p>Features like <a href="https://www.braze.com/product/brazeai-decisioning-studio" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Braze AI Decisioning Studio™</a>, <a href="https://www.braze.com/product/journey-orchestration" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Canvas</a>, and <a href="https://www.braze.com/product/ai-agents" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Intelligent Timing</a> make it possible to predict needs, automate next best actions, and adapt journeys as behavior changes. Each interaction becomes part of a connected system that responds to customers in the moment.</p><p>Braze gives teams the flexibility to move faster and communicate smarter—using automation and AI to turn behavioral data into experiences that build trust, drive loyalty, and strengthen every customer relationship.</p><div id="conclusion"></div><h2 id="h-aa3a2dd3fbd0" class="my-4 text-gray-900 lg:text-display-lg">Final thoughts on behavioral marketing</h2><p>Behavioral marketing connects data with intent to create experiences that feel genuinely personal. It turns every interaction—every search, click, or purchase—into insight that helps brands communicate with more context, empathy, and precision.</p><p>As customer expectations rise, this approach gives brands the agility to adapt in real time and the intelligence to anticipate what comes next. Paired with the right technology, behavioral marketing becomes the foundation for meaningful, measurable engagement.</p><p>With platforms like Braze, brands can use automation and AI to act on behavioral data safely, creatively, and at scale—transforming everyday communication into lasting connections.</p><div class="p-8 bg-primary-400 rounded-xl gap-8 flex flex-col text-white"><div class="flex flex-col gap-4"><div class="font-bold text-display-sm">Ready to grow? Talk to our sales team.</div></div><div class="flex flex-wrap gap-4"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-[#4411D6] bg-[#4411D6] text-white shadow-normal hover:border-[#1505C9] hover:bg-[#1505C9] hover:shadow-normal active:border-[#4411D6] active:bg-[#4411D6] active:shadow-focused disabled:border disabled:border-gray-200 disabled:bg-gray-200 disabled:text-gray-400 disabled:shadow-xs w-full sm:w-fit false" href="/get-started">Connect with sales</a></div></div><div id="faqs"></div></div><div class="space-y-6"><h2 id="faq-accordion" class="mb-0 text-display-xs sm:text-display-sm font-bold">FAQs about behavioral marketing</h2><section class="bg-white rounded-xl shadow-xl shadow-purple-500/5 border border-purple-200 overflow-hidden" aria-labelledby="faq-accordion"><details class="group border-b border-purple-100 last:border-b-0 open:bg-purple-50/50 hover:bg-purple-50/50" name="faq-accordion"><summary class="flex items-center justify-between cursor-pointer list-none px-6 py-8 [&amp;::-webkit-details-marker]:hidden group-open:pb-4 transition-all !duration-300 focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-purple-600 focus-visible:ring-offset-2" aria-label="What is behavioral marketing?"><span class="text-lg font-semibold text-gray-900 group-hover:text-purple-700">What is behavioral marketing?</span><svg width="20" height="20" role="img" aria-label="chevron-down" stroke="currentColor" class="shrink-0 ml-4 text-purple-600 group-open:rotate-180 transition-transform !duration-300" aria-hidden="true"><use href="/icons/sprites.svg#chevron-down"></use></svg></summary><div class="px-6 pb-6"><div class="text-base leading-relaxed text-gray-600"><p>Behavioral marketing uses data from customer actions to create more relevant and personalized messages across channels.</p><p><br/></p></div></div></details><details class="group border-b border-purple-100 last:border-b-0 open:bg-purple-50/50 hover:bg-purple-50/50" name="faq-accordion"><summary class="flex items-center justify-between cursor-pointer list-none px-6 py-8 [&amp;::-webkit-details-marker]:hidden group-open:pb-4 transition-all !duration-300 focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-purple-600 focus-visible:ring-offset-2" aria-label="What are examples of behavioral marketing?"><span class="text-lg font-semibold text-gray-900 group-hover:text-purple-700">What are examples of behavioral marketing?</span><svg width="20" height="20" role="img" aria-label="chevron-down" stroke="currentColor" class="shrink-0 ml-4 text-purple-600 group-open:rotate-180 transition-transform !duration-300" aria-hidden="true"><use href="/icons/sprites.svg#chevron-down"></use></svg></summary><div class="px-6 pb-6"><div class="text-base leading-relaxed text-gray-600"><p>Examples of behavioral marketing include personalized recommendations, retargeting ads, and automated <a href="https://www.braze.com/resources/articles/email-campaign-best-practices" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">email campaigns</a> triggered by user behavior.</p></div></div></details><details class="group border-b border-purple-100 last:border-b-0 open:bg-purple-50/50 hover:bg-purple-50/50" name="faq-accordion"><summary class="flex items-center justify-between cursor-pointer list-none px-6 py-8 [&amp;::-webkit-details-marker]:hidden group-open:pb-4 transition-all !duration-300 focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-purple-600 focus-visible:ring-offset-2" aria-label="Why is behavioral marketing effective?"><span class="text-lg font-semibold text-gray-900 group-hover:text-purple-700">Why is behavioral marketing effective?</span><svg width="20" height="20" role="img" aria-label="chevron-down" stroke="currentColor" class="shrink-0 ml-4 text-purple-600 group-open:rotate-180 transition-transform !duration-300" aria-hidden="true"><use href="/icons/sprites.svg#chevron-down"></use></svg></summary><div class="px-6 pb-6"><div class="text-base leading-relaxed text-gray-600"><p>Behavioral marketing is effective because it responds to real customer behavior, making communication more timely and meaningful—which leads to higher engagement and conversion.<br/></p></div></div></details><details class="group border-b border-purple-100 last:border-b-0 open:bg-purple-50/50 hover:bg-purple-50/50" name="faq-accordion"><summary class="flex items-center justify-between cursor-pointer list-none px-6 py-8 [&amp;::-webkit-details-marker]:hidden group-open:pb-4 transition-all !duration-300 focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-purple-600 focus-visible:ring-offset-2" aria-label="How does AI enhance behavioral marketing?"><span class="text-lg font-semibold text-gray-900 group-hover:text-purple-700">How does AI enhance behavioral marketing?</span><svg width="20" height="20" role="img" aria-label="chevron-down" stroke="currentColor" class="shrink-0 ml-4 text-purple-600 group-open:rotate-180 transition-transform !duration-300" aria-hidden="true"><use href="/icons/sprites.svg#chevron-down"></use></svg></summary><div class="px-6 pb-6"><div class="text-base leading-relaxed text-gray-600"><p>AI enhances behavioral marketing because it predicts future actions and automates decision-making, helping marketers personalize experiences in real time.</p></div></div></details><details class="group border-b border-purple-100 last:border-b-0 open:bg-purple-50/50 hover:bg-purple-50/50" name="faq-accordion"><summary class="flex items-center justify-between cursor-pointer list-none px-6 py-8 [&amp;::-webkit-details-marker]:hidden group-open:pb-4 transition-all !duration-300 focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-purple-600 focus-visible:ring-offset-2" aria-label="What’s the difference between behavioral and demographic targeting?"><span class="text-lg font-semibold text-gray-900 group-hover:text-purple-700">What’s the difference between behavioral and demographic targeting?</span><svg width="20" height="20" role="img" aria-label="chevron-down" stroke="currentColor" class="shrink-0 ml-4 text-purple-600 group-open:rotate-180 transition-transform !duration-300" aria-hidden="true"><use href="/icons/sprites.svg#chevron-down"></use></svg></summary><div class="px-6 pb-6"><div class="text-base leading-relaxed text-gray-600"><p>The difference between behavioral and demographic targeting is that behavioral targeting focuses on what people do, while demographic targeting looks at who they are, such as age or location.</p></div></div></details></section><script 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Explore examples, types, and AI-powered personalization strategies with Braze.\",\"type\":\"mailbox\"}],[\"$\",\"$L35\",null,{\"className\":\"w-fit cursor-pointer text-gray-500 hover:text-primary-500\",\"title\":\"Behavioral Marketing Explained | Braze\",\"type\":\"link\"}]]}]}],[\"$\",\"div\",null,{\"className\":\"flex shrink-0 grow basis-0 flex-col gap-12\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8\",\"children\":[[\"$\",\"span\",null,{\"className\":\"text-sm font-semibold text-gray-600\",\"children\":\"AUTHOR\"}],[[\"$\",\"div\",\"af8d090c-47dd-436b-9091-15d4b3315919\",{\"className\":\"flex items-center gap-4\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100\",\"children\":[false,[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\",\"alt\":\"\",\"width\":160,\"height\":160,\"className\":\"size-full object-cover\"}]]}],[\"$\",\"div\",null,{\"className\":\"flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center\",\"children\":[[\"$\",\"h6\",null,{\"className\":\"text-md font-semibold text-gray-900 sm:text-lg\",\"children\":\"Team Braze\"}],\"$undefined\"]}]]}]]]}],null,null,[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-6\",\"children\":[[\"$\",\"p\",null,{\"children\":[\"The fastest-growing brands have something in common—\",[\"$\",\"a\",null,{\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"40% more of their revenue\"]}],\" comes from personalization\",[\"$\",\"em\",null,{\"children\":[\" \"]}],\"and behavioral marketing is how they get there. Customers leave a trail of intent with every click, search, and purchase. Behavioral marketing turns those signals into action, with a message triggered by a product view, or perhaps a personalized offer that appears just as interest peaks.\"]}],[\"$\",\"p\",null,{\"children\":[\"Behind the scenes, behavioral marketing uses data, segmentation, and automation to adapt messages in real time across every channel. Brands can reach consumers in a way that feels personal at scale and build responsive journeys for stronger retention, higher conversion rates, and a measurable return on more meaningful experiences.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Contents\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#what\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"What is behavioral marketing (also called behavior-based marketing)?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#how\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"How does behavioral marketing work?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#why\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Why is behavioral marketing important for customer engagement?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#types\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"What are the main types of behavioral marketing?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#examples\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"What are examples of behavioral marketing in action?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#best-practices\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"What are the best practices for behavioral marketing?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#brands\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"How leading brands use behavioral marketing to drive results\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#braze\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"How Braze turns behavioral data into smarter engagement\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#conclusion\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Final thoughts on behavioral marketing\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-marketing#faqs\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"FAQs about behavioral marketing\"]}]]}],[\"$\",\"div\",null,{\"id\":\"what\"}],[\"$\",\"h2\",null,{\"id\":\"h-f5d60ba2b62a\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"What is behavioral marketing (also called behavior-based marketing)?\"]}],[\"$\",\"p\",null,{\"children\":[\"Behavioral marketing uses data from real customer actions—like browsing, search history, and purchasing—to tailor messages and experiences in real time. Rather than segmenting audiences by broad demographics, it looks at how people are interacting with your brand and what those interactions reveal about their intent.\"]}],[\"$\",\"p\",null,{\"children\":[\"By analyzing engagement patterns and building segments from those insights, brands can deliver 1:1 messages, recommendations, and offers that align with each customer’s interests and context.\"]}],[\"$\",\"div\",null,{\"id\":\"how\"}],[\"$\",\"h2\",null,{\"id\":\"h-5f43f23a7e9d\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How does behavioral marketing work?\"]}],[\"$\",\"p\",null,{\"children\":[\"Customer interactions inform what messages and experiences come next. Every action creates data, and that data helps brands respond in ways that feel personal and relevant. Here’s how it works:\"]}],[\"$\",\"h3\",null,{\"id\":\"h-44580a12ea1a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Data collection\"]}],[\"$\",\"p\",null,{\"children\":[\"Brands capture behavioral data from multiple touchpoints—such as websites, apps, email, and social media channels. Each click, search, purchase, or piece of content viewed adds context about customer intent and interest.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-38d156708291\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Segmentation\"]}],[\"$\",\"p\",null,{\"children\":[\"That information is then grouped into \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"audience segments\"]}],\" based on patterns of behavior or engagement. These segments help shape who to reach and how to tailor messaging so it resonates.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-c21bcf3640bb\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Targeted delivery\"]}],[\"$\",\"p\",null,{\"children\":[\"With targeted marketing, messages are automatically adapted in real time. A shopper who lingers on a product page might later see a reminder about that item; someone exploring travel content could receive destination ideas; an active app user might get an in-app tip that helps them make the most of a feature.\"]}],[\"$\",\"div\",null,{\"id\":\"why\"}],[\"$\",\"h2\",null,{\"id\":\"h-3e13ea5e4257\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Why is behavioral marketing important for customer engagement?\"]}],[\"$\",\"p\",null,{\"children\":[\"Behavioral marketing is important for \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"customer engagement\"]}],\" because it builds genuine, 1:1 connections between brands and their audiences. When communication reflects what people actually do—what they viewed, where they paused, what they purchased, or what they returned to—it feels natural and worth responding to.\"]}],[\"$\",\"p\",null,{\"children\":[\"This approach directs how brands communicate:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"More relevance, less noise.\"]}],\" Messaging aligns with real behavior, so there’s no need for broad, batch sends that miss the mark.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Retention that lasts.\"]}],\" Journeys evolve with each interaction, adapting as preferences and habits change over time.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"A better customer experience.\"]}],\" Messages arrive when they’re useful, in the right format, and with the right tone—building trust and consistency across every channel.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Proven performance.\"]}],\" Behavioral data shows what drives engagement and conversion, helping teams spend smarter and connect more meaningfully.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Basing engagement in real behavior helps brands communicate with more relevance and lead customers—and potential customers— into experiences that truly fit their needs.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ebd9daa9ee9b2fc8762c72b5d698f97c289e0dd3-2400x1200.png\",\"alt\":\"Diagram illustrating four benefits of personalized customer messaging: more relevance, lasting retention, proven performance, and a better customer experience.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"div\",null,{\"id\":\"types\"}],[\"$\",\"h2\",null,{\"id\":\"h-60175b65eb61\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"What are the main types of behavioral marketing?\"]}],[\"$\",\"p\",null,{\"children\":[\"A behavioral marketing strategy can look different depending on \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/product/braze-data-platform\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"how brands use data\"]}],\" to understand and respond to customer actions. Each type applies behavioral insight in its own way, helping shape communication that feels specific, and genuinely useful.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-d6ebdb2940b7\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Product recommendations and dynamic suggestions\"]}],[\"$\",\"p\",null,{\"children\":[\"This approach uses behavioral data to suggest what a customer might want to see next. It combines browsing history, purchase behavior, or content engagement to automatically personalize what appears on a webpage, in an app, or in an email. Dynamic content adapts in real time, showing different products or services, messages, or visuals depending on each person’s actions.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-de6b528d5f8f\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Remarketing and retargeting campaigns\"]}],[\"$\",\"p\",null,{\"children\":[\"These tactics focus on reconnecting with people who’ve already shown interest. Behavioral cues—like items left in a cart, unfinished forms, or repeated visits—help brands identify intent and follow up with relevant marketing messages. The aim is to bring people back into the journey, not start the conversation again from scratch.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-f48e8af46ac3\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Behavioral email marketing and triggered messages\"]}],[\"$\",\"p\",null,{\"children\":[\"Here, communication via \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/behavioral-email-marketing-mini-guide\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"email\"]}],\" or other messaging happens in direct response to customer activity. Signing up for a service, exploring a feature, or going inactive can all trigger tailored outreach. It’s a practical way to keep engagement flowing, using behavior as the prompt for when and how to reach out.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-55b614a0c19d\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Demographic and contextual targeting\"]}],[\"$\",\"p\",null,{\"children\":[\"Contextual targeting combines behavioral insight with situational data—like the time of day, device, or even where a purchase took place. For example, a customer’s last order and location can shape what they see next, creating messages that feel timely and relevant to their current context.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-f838da9999cf\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Predictive behavioral targeting with AI\"]}],[\"$\",\"p\",null,{\"children\":[\"This type uses machine learning to anticipate what customers might do next. By analyzing past behaviors, AI models can predict future actions and automate decisions around timing, channel, and content. Predictive targeting supports next best action strategies, helping brands move from reacting to behavior to staying a step ahead of it.\"]}],[\"$\",\"p\",null,{\"children\":[\"Behavioral marketing efforts can be applied across many different industries, leveraging the right type and mix to drive real results.\"]}],[\"$\",\"div\",null,{\"id\":\"examples\"}],[\"$\",\"h2\",null,{\"id\":\"h-7b6f86b9efd8\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"What are examples of behavioral marketing in action?\"]}],[\"$\",\"p\",null,{\"children\":[\"Behavioral marketing can take many forms depending on the challenge a brand is trying to solve. Below are a few examples of how different industries apply behavioral insight to connect with customers and drive results.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-277635a918cc\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Retail personalization\"]}],[\"$\",\"h4\",null,{\"id\":\"h-3079691b0e60\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Opportunity\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Customers are browsing but not converting, and static site experiences don’t reflect individual preferences or intent.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b2d3571174b8\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Type: Product recommendations and dynamic content\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/kfc-spain-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Behavioral data informs what a customer sees next\"]}],\"—whether that’s suggested products, relevant categories, or offers tied to past purchases. Dynamic content adapts automatically, aligning recommendations with real-time behavior.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-80f6fc5d1543\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use browsing and purchase data to personalize content across your website, app, and email. Combine this with triggered follow-ups—such as reminders or tailored offers—to create a connected experience that moves customers toward purchase.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-c57f2023e89a\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Outcome\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Boosts product discovery, increases conversion rates, and encourages repeat purchases by keeping content aligned with customer intent.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-91f9bae7c076\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Travel re-engagement\"]}],[\"$\",\"h4\",null,{\"id\":\"h-01cebb6df6fe\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Opportunity\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Travelers research destinations and offers but often abandon bookings before completion.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-6c4f6c7b9a51\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Type: Remarketing and retargeting\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Behavioral signals\"]}],\"—like flight searches, saved trips, or destination views—help brands reconnect with high-intent customers.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b3668bd14e1b\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Retarget audiences based on recent browsing behavior, sending personalized follow-ups through email, \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/push-notifications-best-practices\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"push notifications\"]}],\", or ads. Messaging can highlight updated prices, new packages, or limited-time deals to reignite interest.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-eaaa817c78ed\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Outcome\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Reclaims lost bookings, \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/skyscanner\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"improves conversion rates\"]}],\", and keeps the brand visible through timely, relevant outreach.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-d7f24c38774c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Subscription renewal\"]}],[\"$\",\"h4\",null,{\"id\":\"h-f8eb0ab70dd3\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Opportunity\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Subscribers risk churning because renewal reminders arrive too late—or not at all.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-5786226d9e22\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Type: Behavioral email and triggered messaging\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Behavior-based automation allows communication to respond to usage, milestones, or renewal timelines.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-fe3536a8bbb0\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use engagement data to trigger personalized messages before subscriptions expire. Include renewal incentives, highlight new features, and follow up with gentle nudges for those yet to act.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-629b2bd49c96\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Outcome\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/showmax-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Improves retention\"]}],\", lifts renewal rates, and keeps communication flowing naturally throughout the subscription \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/customer-lifecycle-marketing\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"lifecycle\"]}],\".\"]}],[\"$\",\"h3\",null,{\"id\":\"h-3ab38dcf13d5\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Food delivery reactivation\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Opportunity\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Lapsed users disengage when outreach doesn’t match their timing, location, or habits.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Type: Contextual targeting\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Combines behavioral signals (order frequency, favorites) with contextual data like time of day or location to make outreach feel relevant to the moment.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Identify when and where users typically order, then send targeted push messages or in-app offers that reflect those patterns—like a dinner reminder featuring their last meal choice.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Outcome\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/foodora-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Revives dormant users\"]}],\", drives repeat orders, and builds habitual engagement through timely, familiar experiences.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-0d4a6034f7dc\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Financial services retention\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Opportunity\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Customers show early signs of disengagement—fewer logins, reduced balance checks, or missed payments—before officially churning.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Type: Predictive behavioral targeting with AI\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Predictive modeling identifies customers at risk and determines the next best action to keep them engaged.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use AI-powered insights to trigger personalized retention messages, such as incentives, education, or tailored recommendations. Adjust journeys dynamically based on response to maintain relevance.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Outcome\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/yonder-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Reduces churn\"]}],\", increases lifetime value, and helps teams act before disengagement occurs.\"]}],[\"$\",\"div\",null,{\"id\":\"best-practices\"}],[\"$\",\"h2\",null,{\"id\":\"h-858a319b2959\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"What are the best practices for behavioral marketing?\"]}],[\"$\",\"p\",null,{\"children\":[\"Strong behavioral marketing is built on transparency, relevance, and respect for the customer relationship. These principles help teams create marketing campaigns that perform well and build trust over time.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/69f28310d010b6cc0eaee533685e99f7455a42aa-2400x1200.png\",\"alt\":\"An infographic listing five best practices for behavioral marketing: Be transparent with data, Focus on value, Keep data clean and secure, Test, learn, and adapt, and Automate intelligently.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h3\",null,{\"id\":\"h-a15c138213f2\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Be transparent with data\"]}],[\"$\",\"p\",null,{\"children\":[\"People are more willing to \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/first-party-data\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"share data\"]}],\" when they understand how it’s used. Be upfront about collection, consent, and privacy. Clear communication builds confidence and turns \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/personalization-at-scale\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"personalization\"]}],\" into something customers welcome, not worry about.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-618aeb79ceff\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Focus on value\"]}],[\"$\",\"p\",null,{\"children\":[\"Every message should have a purpose—helping, informing, or rewarding the customer. When communication adds value, it strengthens engagement and reduces fatigue across channels.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-08da6186fca5\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Keep data clean and secure\"]}],[\"$\",\"p\",null,{\"children\":[\"Reliable personalization depends on reliable data. Regularly audit behavioral and demographic data for accuracy, and maintain strong security standards to protect it. Clean inputs lead to confident decisions.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-b73d57bfd30b\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Test, learn, and adapt\"]}],[\"$\",\"p\",null,{\"children\":[\"Customer behavior constantly changes. Test different messages, channels, and timings to see what drives response, then apply those learnings to refine the next campaign. Small, steady adjustments drive lasting impact.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-3177745001f9\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Automate intelligently\"]}],[\"$\",\"p\",null,{\"children\":[\"Automation and AI make personalization scalable, but human judgment keeps it meaningful. Use automation to manage volume and timing while maintaining creative control over tone, content, and experience.\"]}],[\"$\",\"div\",null,{\"id\":\"brands\"}],[\"$\",\"h2\",null,{\"id\":\"h-6f973d10bc44\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How leading brands use behavioral marketing to drive results\"]}],[\"$\",\"p\",null,{\"children\":[\"Across industries, brands are using data, automation, and predictive insight to build stronger relationships and measurable business results. From predictive personalization to smarter retention and timing that feels human, these brands show how insight and automation can turn behavioral signals into smarter personalization, higher engagement, and sustained growth.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-706fb42243bf\",\"className\":\"my-4 text-gray-900\",\"children\":[\"8fit uses predictive tools to personalize every journey\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/8fit-case-study-predictive\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"8fit\"]}],\" is a global fitness and nutrition app offering personalized workouts, meal plans, and meditations to more than 40 million users. With so many options available to customers, 8fit needed a smarter way to engage users, convert them into paying subscribers, and strengthen long-term retention.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-50850c849d52\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The challenge\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"The team wanted to increase paid subscriptions without relying on blanket discounts or mass offers. They needed a way to predict which users were most likely to convert—and to tailor incentives accordingly for higher ROI and less message fatigue.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/776d3aed7671d78c973f6812d6ffc6286c525307-2400x1200.png\",\"alt\":\"Three smartphone screens displaying an 8fit app promotion to 'Beat Your Sofa!' with discount offers.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h4\",null,{\"id\":\"h-bdebb49c5e5a\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Using the Braze Predictive Purchases feature, part of the Predictive Suite, 8fit assigned every user a Purchase Likelihood Score (from 0 to 100). Campaigns were then designed to target users based on that score: lower discounts for users with medium to high likelihood, and higher-value offers for those less likely to subscribe.\"]}],[\"$\",\"p\",null,{\"children\":[\"Messages were delivered across email, push, and in-app channels, with continuous testing of content, timing, and channel mix. By excluding low-likelihood users entirely, the team reduced unnecessary sends while improving the quality of each interaction.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-707498cb423c\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The results\"]}]]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"3.75x higher conversion rate\"]}],\" among high-likelihood users compared with a random cohort\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"100,000 fewer emails sent weekly\"]}],\" with no loss in conversions\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Stronger ROI and more efficient campaign performance through predictive targeting\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-e12b0c298cdc\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Rappi turns behavioral insight into retention wins\"]}],[\"$\",\"p\",null,{\"children\":[\"Founded in 2015 in Bogotá, \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/rappi-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Rappi\"]}],\" is Latin America’s first “Superapp,” connecting users across nine countries to on-demand services ranging from food delivery to prescription pickup. To maintain loyalty in a crowded market, Rappi needed to reach customers on the channels they use most—at the exact moment they’re ready to act.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-2ac9b87e193a\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The challenge\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Rappi wanted to expand its retention and win-back strategy to keep both new and lapsed users engaged. 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Each journey was tailored with dynamic templates built in Braze, allowing for personalized, data-driven messaging at scale.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-0e88e86467b1\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The results\"]}]]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"71%\"]}],\" read rate for active users\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"28%\"]}],\" lift in users who reactivated and made 1 purchase within 30 days\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"43%\"]}],\" lift in users who reactivated and made 2 or more purchases within 30 days\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"67%\"]}],\" read rate for lapsed users\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"80%\"]}],\" increase in purchases among lapsed users who received WhatsApp messages compared to the control group\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-bf79fdeea0be\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Foodora delivers higher engagement with smarter targeting\"]}],[\"$\",\"p\",null,{\"children\":[\"Operating in over 700 cities across Europe, \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/foodora-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Foodora’s\"]}],\" mission is to deliver freedom—helping people order what they want, when they want it. The team set out to build customer relationships that feel like friendships: personal, consistent, and built on trust.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-13100372d83d\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The challenge\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Foodora wanted to move beyond scheduled campaigns toward messaging that adapted to each customer’s behavior and timing. The goal was to improve engagement, reduce unsubscribe rates, and increase overall satisfaction.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/59a881881f574978c595ab0c08e9aa54621f5650-2400x1200.png\",\"alt\":\"Two phone screens displaying Foodora app push notifications: one for snacks (\\\"Running out of Chips \u0026 Nuts?\\\") and another for an incomplete order (\\\"Did you forget your food?\\\").\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h4\",null,{\"id\":\"h-d14010485f90\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The strategy\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Using Braze Intelligent Timing, Foodora replaced fixed campaign send times with AI-powered delivery that optimized messages based on when each customer was most likely to engage. This approach, supported by predictive analytics and cross-channel messaging through email, push, and in-app notifications, created a unified and non-intrusive customer experience.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-406a371cba09\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The results\"]}]]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"41%\"]}],\" conversion rate from messages sent\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"26%\"]}],\" reduction in unsubscribe rates\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"6%\"]}],\" increase in push direct opens\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Expanded rollout of Intelligent Timing to new markets and channels\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Stronger engagement and measurable gains in customer satisfaction\"]}]]}],[\"$\",\"div\",null,{\"id\":\"braze\"}],[\"$\",\"h2\",null,{\"id\":\"h-105fac965030\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How Braze turns behavioral data into smarter engagement\"]}],[\"$\",\"p\",null,{\"children\":[\"Braze helps brands turn behavioral insight into real-time, meaningful engagement. The platform brings customer data together across channels, interprets it instantly, and uses those insights to deliver personalized messages that meet people where they are.\"]}],[\"$\",\"p\",null,{\"children\":[\"Features like \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Braze AI Decisioning Studio™\"]}],\", \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/product/journey-orchestration\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Canvas\"]}],\", and \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/product/ai-agents\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Intelligent Timing\"]}],\" make it possible to predict needs, automate next best actions, and adapt journeys as behavior changes. Each interaction becomes part of a connected system that responds to customers in the moment.\"]}],[\"$\",\"p\",null,{\"children\":[\"Braze gives teams the flexibility to move faster and communicate smarter—using automation and AI to turn behavioral data into experiences that build trust, drive loyalty, and strengthen every customer relationship.\"]}],[\"$\",\"div\",null,{\"id\":\"conclusion\"}],[\"$\",\"h2\",null,{\"id\":\"h-aa3a2dd3fbd0\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Final thoughts on behavioral marketing\"]}],[\"$\",\"p\",null,{\"children\":[\"Behavioral marketing connects data with intent to create experiences that feel genuinely personal. It turns every interaction—every search, click, or purchase—into insight that helps brands communicate with more context, empathy, and precision.\"]}],[\"$\",\"p\",null,{\"children\":[\"As customer expectations rise, this approach gives brands the agility to adapt in real time and the intelligence to anticipate what comes next. 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