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How can a business target emails to users based on their click-stream data?
How is it implemented technically? What tools are used for that? Is it an automated process or do you have to manually analyze the click-stream data of every single user?
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2 Answers
Knowing user behavior can be extremely beneficial to your email campaigns. The more targeted and defined your email campaign is, the greater success rate you will have.
I see that your website is an e-commerce site. If you can track what products users are looking at, then you can email them about those types of products or complimentary products. If a user looks at a product, but doesn't make the purchase, then you could send them an email offering it at a discount. The discount doesn't need to be substantial, since the user already showed interest in it. But it might just be enough to get them to buy.
One company that does this real well is Amazon.com. I purchase a lot from Amazon and I receive promotional emails based on products that they believe I am interested in. They send me offers based on products that I have purchased and on products that I have viewed.
If you wanted to do a few quick tests Marketo would probably work. Marketo allows you to monitor click stream data from your website and send emails based on user activity. The implementation is fairly painless - you simply add a Marketo tracking pixel on your site and then use the Marketo SaaS application to configure you email campaigns.
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