In today’s competitive marketplace understanding where your customer comes from is just as important as actually having customers. Nurture campaigns are a key way to initiate and continue an on-going relationship with a would-be client. The purpose of a nurture campaign is quite literally to nurture an email contact into a qualified lead and eventually into a purchasing customer.
However, when you execute a nurture campaign, it can sometimes feel like a big mystery after you push the send button. You’re likely asking yourself, which leads engaged with my campaign? How did they interact from there and did they purchase?
Thankfully, sending out emails to potential clients isn’t what it used to be.
Monitor Engagement with Campaign Tracking
Taking time to create a custom email nurture campaign is the first step to getting closer to your customers and potential customers. The next, and possibly most important step, is implementing email tracking and monitoring into your email so that you can understand how effective your campaigns are and continuously improve them.
To make it easy for you to track your email campaigns, Woopra allows you to simply tag the URLs in your emails with visitor properties. This will automatically identify customers when they land on your website from an email campaign.
Let’s take a look at an example of how you could use this.
Assume we are an online retailer selling watches and we’ve acquired a list of new leads from an event we sponsored. Our marketing team spends hours crafting an email campaign for these leads and then sends it out. Now what?
We want to know which leads clicked on the link, who they are, how they engaged with our site, and if they buy any products now or down the line. By tagging the URLs with the leads’ email addresses and names, we can track this data and measure it. All we need to do is append the visitor properties to the URL, which will look something like this:
Now when our example customer, Mason, clicks the URL, we will be able to track all his behavior and, if he has had an previous website activity, it will all be merged into a single, accurate Customer Profile.
Now Mason probably won’t make a purchase during this visit. Our watches come with high price tags so customers usually do quite a bit of research before making a purchase. We will continue to nurture Mason with subsequent email campaigns and track all of his engagement. When Mason does finally make a purchase, we will have his entire history with our company – from emails he engaged with to products he viewed, and more – in a single place.
This ensures that our email campaigns are tracked accurately and that we have the data necessary for your sales and marketing teams to engage our leads. Woopra’s tracking technology allows us to know where our customers click, who is opening our emails, and what content customers are responding to best.
Hidden URL tags
At times you don’t want your potential customers to visibly see the URL tracking tags you have created. In this case, you can use Woopra to simply hide the properties. By simply configuring your Woopra tracking code to include the option
hide_campaign: true your tags will be hidden from URLs.
This provides you, as the campaign creator, the ability to customize your emails and still extract key analytics from the nurture campaign to be shared within your organization.
Take a look at our campaign tracking documentation to learn more about Woopra campaign tracking technology and how we give you the tools to maximize your email engagement.