Email marketing has come a long way from generic blasts sent to thousands of subscribers. Today, successful marketers know that personalization and timing are key—and that’s where behavioral targeting shines. By using subscriber actions and preferences, you can send emails that are timely, relevant, and much more likely to convert.

In this post, we’ll explore what behavioral targeting is, how it works in email marketing, and how you can implement it in your next campaign.

What Is Behavioral Targeting in Email Marketing?

Behavioral targeting involves segmenting your email list based on user behaviors like:

  • Pages visited on your website

  • Purchase history

  • Email open and click activity

  • Time spent on site or product categories

  • Cart abandonment

Instead of sending the same message to everyone, behavioral targeting helps you deliver highly relevant content to the right person at the right time.

📌 Want to get started with smarter segmentation? Check out our post on Email Segmentation Best Practices Using HubSpot Smart Lists.

Why Behavioral Targeting Works

  1. Increased Engagement: Emails based on behavior are more likely to be opened and clicked.

  2. Improved Conversions: Recommending products based on browsing history or previous purchases can dramatically boost sales.

  3. Enhanced Customer Experience: Personalized messages build trust and improve the subscriber’s perception of your brand.

  4. Reduced Unsubscribes: People are less likely to leave when the content matches their interests.

Examples of Behavioral Targeting in Action

1. Cart Abandonment Emails

When a user adds products to a cart but doesn’t check out, send a reminder with the item details. You could also include a discount or offer to sweeten the deal.

2. Product Recommendations

If someone browsed your sneaker collection but didn’t buy, send a follow-up email featuring best-selling or similar sneakers.

3. Re-engagement Campaigns

Target subscribers who haven’t opened your emails in the last 60 days with a “We miss you!” message or special offer.

💡 Looking to improve your open rates? Don’t miss  Subject Line Tricks to Instantly Improve Open Rates.

How to Set Up Behavioral Targeting (Using HubSpot)

Tools like HubSpot make it easy to track behavior and automate responses:

  1. Create smart lists for user behavior (e.g., visited pricing page, watched a webinar, downloaded a lead magnet).

  2. Use workflow automation to trigger emails based on those actions.

  3. Personalize content dynamically based on what they’ve interacted with.

🔧 New to email automation? Learn how in our guide on 5 Email Automation Workflows You Can Set Up in HubSpot.

Best Practices for Behavioral Email Targeting

  • Keep timing relevant—don’t wait days to send a follow-up.

  • Make subject lines match the behavior (e.g., “Still thinking about those sneakers?”).

  • Use clear CTAs based on user intent.

  • Test variations with A/B testing to optimize your approach.

🎯 Learn how to do this in our guide on A/B Testing Emails with HubSpot.

Final Thoughts

Behavioral targeting in email campaigns isn’t just a trend—it’s becoming the standard for brands that want to connect meaningfully with their audience. When you listen to your subscribers’ actions and respond with timely, relevant content, you create not only more sales—but more loyalty.

Ready to level up your email strategy? Start small by identifying one or two key behaviors you can target this week, and build from there.

Want more email marketing strategies like this?
Explore our full guide: What Is Email Marketing? A Beginner’s Guide