Apple and Cookies: Behavioral Targeting Food for Thought
Important note: With confirmation of Apple, the timing and relevance of the two Apple emails I received on the same days I visited the photo book product page is purely co-incidental. Apple is not using behavioral targeting to trigger emails. I have officially entered the twilight zone because this really happened to me. Despite the sad truth that Apple wasn't executing stellar behavioral targeting, I have decided to leave this post up as an example of what could happen in the future, as Internet marketing analytics and personalization tools evolve.
The Apple Store is a shining example of an ecommerce site that uses behavioral targeting to trigger very relevant emails.
For instance, on two occasions I have visited Apple's website looking at its photo book creation page. The first time was in January, and I received this email the same day I visited the Apple Store (I apparently am on Apple's mailing list though I don't remember registering my work email with the site - perhaps Apple is that good):
The triggered email was relevant to the product I was viewing on the e-store, as well seasonally relevant ("Make last year's memories last forever").
I didn't return to the site after receiving the email, until this week, when I visited that product page on the Apple Store again. Once more I received a seasonally relevant triggered email within 6 hours, reminding me that a photo book makes a great Mother's Day gift:
Have you spotted any examples like this in the wild? Or have you tried this tactic on your own store?