How Dynamic Profiling Works
Dynamic profiling is a simple, but powerful tool that takes metrics and reporting one step further. Instead of just viewing a list of subscribers that clicked on a link in one of your emails, dynamic profiling allows you to add a profiling field noting each click onto your subscribers’ profiles. Most importantly, all of this occurs with the click of the mouse, eliminating countless hours of manual data input and the unavoidable errors that go along with it. With dynamic profiling, you not only view the subscribers’ click histories, but you may profile and segment your lists based on the information as well.
Listrak’s email marketing solution allows you to add any contact-level report data directly to the contacts’ profiles automatically. This means you can add pertinent information, such as the time the message was opened, the information that was viewed, the time of the click, etc., by simply clicking the Add to Profile button, selecting the profile header name, choosing the attribute description from the drop down list, and clicking OK. The process takes less than 30 seconds to complete but it provides a wealth of information that would otherwise take weeks, months, or years to collect and analyze.
The information can then be used to create dynamic content campaigns or to simply segment your lists in the same way the other profiling and preference information works. To learn more about dynamic content campaign creation, read Listrak’s white papers “Creating Relevant Email Campaigns with Dynamic Content” and “Dynamic Content Strategy: Five Essential Campaigns.”
The new data will transform your profiles. Instead of just knowing that Sue Smith subscribed on November 24, 2007, and she lives in San Diego, California, and she is interested in receiving HTML messages on your company’s hiking and camping equipment, you will now have all of that information, plus the fact that she’s opened four of the past five emails between 12:00 and 12:30 on Tuesday afternoons, and she’s read three articles on mountain biking and viewed product information on bike helmets and shoes. Sue never updated her profile or requested information on mountain bikes, but it is clear that she has developed an interest in that area. It is also clear that she reads her email during her lunch break on Tuesdays.
Knowing this information allows you to send Sue an email the following Tuesday morning with an offer on mountain biking equipment. Because the message will be delivered at the right time with the right information, the message will most likely lead to a sale. Without this information, you would continue to send Sue offers on hiking and camping equipment until Sue stopped opening your messages and finally opted-out of your list or reported your messages as spam.
Statistics show that many users are using the Report Spam button as a way to unsubscribe from email newsletters that are no longer relevant. Too many complaints can damage your reputation cause your messages to be blocked by ISPs, so you must be sure to deploy relevant email messages each and every time you send a message to a subscriber. Dynamic profiling gives you an easy way to do that.
