Using Web Tracking to Customize Email Campaigns. Take your behavior-based targeting up a notch and turn random website visitors into engaged members, subscribers, and donors with web tracking! Learn how web tracking functionality can give you essential data that allows you to understand your users better and create more relevant content.

1. From
Unknown to Known
Turning Visitors
into Advocates
October 8, 2015
#InformzTracking

2. Presented by….
Chris Scavo
Digital Marketing Strategist
Vivian Swertinski
Sr. Digital Marketing Strategist

3. Agenda
Understand the difference between
unknown and known visitors.
Maximize your targeting capabilities
Leverage website engagement to
increase marketing effectiveness

4. Imagine your website is a storefront….

5. Web Tracking – Insight and Action Tool
Tracks All Visitors
Reports Key Activity Metrics
Identifies web activity from your subscription lists
Create action based target lists

6. Very straightforward, easy to implement tool
Cookie based tool
Few lines of JavaScript code
Serves a unique purpose

7. Can you recognize your subscribers online?

8. How subscribers become Known
Email In Inbox

9. • Website Form Submissions
• Email Communications
Set yourself up for success

10. Serve your audience better with web tracking
Personalized
Relevant
Timely
Guidance

11. Tracked Activity becomes Actionable Activity
Select known visitors who
• visited any web pages
• performed interactions
• made online purchases

12. Opportunity to observe and serve your audience
• Initiate email communications
• Campaign decision steps
• Remarketing
• Scoring

13. Page View Metrics – What’s working and what’s not?
Know your website “hot spots”
Important metric for:
• Display Ad Revenue
• Prospect Engagement
• Measuring content adoption
• Member engagement

14. Page View Data – What actions do you want to respond to?
Select by Specific Page
• Membership Login
• About Us
• Industry News
Select Any Page Activity
• Website Bounces
• Multiple Views

15. Put a TAG on it
Simplify segmentation with Page Tags
• Education
• Events
• Benefits
• Advocacy
• Donate

16. Page Interaction – Who is actively engaged and who is not?
Video Testimonials
Whitepaper download
Conference Agenda
Certification Requirements
Pre-recorded Webinars

17. Purchases – If only my website could be more like a storefront!
Abandoned cart
Stock notifications
Order confirmations
Subject Line: You left something behind…

18. Purchase data - equips you with opportunities to follow up
Cross Sell Opportunities
Clearance Sale
Reviews – testimonials

19. Campaigns to launch based on web activity
Re-engagement campaign – members that are at risk of becoming
inactive
Prospect Nurturing campaign - prospects visiting high value content
pages
Event campaign – early sign up page, call for volunteers, video
highlights of last year’s event

20. Campaign Example

21. Web Tracking – Measuring Effectiveness

22. Web Tracking – Measuring Email Effectiveness
Individual Subscriber Web ActivityIndividual Email Statistics

23. Web Tracking – Measuring Effectiveness

24. Questions? Stay in touch!
experts@informz.com