Actions Speak Louder than Words
Behavioral tracking is similar to clickstream tracking in that you monitor the information that is being viewed. However, clickstream tracking usually refers to monitoring visitors’ pathways through your website while behavioral tracking of email campaigns refers to monitoring the links that recipients click on in an email message. Capturing each click gives you the opportunity to analyze the information that each subscriber is viewing, giving you undeniable proof of what information he or she is reading and what information is ignored.
This allows you to re-evaluate the information gathered during the subscription phase to see if your recipients’ needs have changed. For example, when subscribers opt-in to an online weight loss newsletter, the first things they want to know about are weight loss tips such as low fat recipes, exercises, tracking, etc. However, after time some of the subscribers’ needs will change as they become more interested in how to maintain their current weight after they reached their goal. If the online weight loss center continues to email them information on how to get started with an exercise program, they will quickly lose those subscribers.
Behavioral tracking is an easy way to overcome this issue. The online weight loss center can track the links that each subscriber is clicking on to learn what information is being viewed. They can then segment their lists to send fitness tips to the subscribers interested in exercise, research on diet supplements to the subscribers interested in appetite suppressants and vitamins, and inspiring success stories from other users to subscribers interested in receiving some extra motivation.
These highly-relevant campaigns keep the subscribers happy and the center will notice a rise in both click-through rates and conversions. It’s a win-win.
Best of all, the weight loss center can achieve these results through simple reporting metrics. There is no need to ask their subscribers to update a preference center as their needs’ change or as new opportunities arise. And, with the right tools, the information may be added to the subscribers’ profiles instantly and automatically.
