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Using Web Analytics Data to Target your Audience with Marketing Emails

Note: This article involves creating rollup fields. Rollup fields were introduced in CRM 2015. If you require any assistance with setting these up, please contact your CRM administrator or partner.

Have you ever wanted to use your web analytics data to send targeted marketing emails and then further interact with those recipients? Well, with some simple rollup fields, page views, a dynamic marketing list and a campaign automation, now you can!  In this post, I will show you how to send targeted marketing emails directly related to what those contacts or leads have been visiting your website and how to further nurture that audience.

Before you begin setting up the content discussed in this post, you will need to set up ClickDimensions web tracking on your web pages in order for page view records to be created and used. For more information on this, please review the following article.

Let’s say I own a furniture website that sells beds, tables and sofas. In the coming weeks, I’m thinking about having different sales on those products. So, I would like to analyze my web tracking data to see which of my contacts have a large number of recent page views relating to those three products and then send them a targeted email letting them know about my sale. To do that, we will create rollup fields on the contact record that count the number of page views a contact has had with a specific page title. Then we will create a dynamic marketing list containing the contacts who have a large number of views. We will also ensure that the list only contains people with recent views too, so we are only targeting actively interested contacts. We will then be set up to create our targeted marketing email as an email send record that we can then use as an entry point in our campaign automation.

In order for us to focus on page views for specific web pages, we will use the title of a web page, which is recorded in a page view record’s Page Title field. The page title is set in the header of your HTML webpage and that is where we grab a web page’s title to populate the Page Title field on a page view record. To see page views associated to a specific contact, you will navigate to the contact record and select page views in their related records drop down menu. The default view will be called Page View Associated View, but for the focus on certain page views, I created a custom CRM view below that shows a specific contact’s page views on beds, tables and sofas.

For those three product web pages, I have created three corresponding rollup fields to conveniently display the above data on the contact record. These three rollup fields display the number of my product page views on pages that contain beds, sofas and tables. Using the value of these rollup fields, we will be able to create dynamic marketing lists that will allow us to send targeted emails to the contact regarding pages they have viewed multiple times.

For simplicity, let’s focus on people who have viewed tables on my website so I can send them an email about a tables sale. To count the number of page views on tables for a given contact, we will need to create a rollup field. Rollup fields allow us to count multiple records based on a set of criteria. To create the type of rollup field we need, you will create a new Whole Number field on the contact form of type Rollup, as shown in the process below.

To create the new field, open the form editor.

Next, we will create a new field by clicking the New Field button in the bottom right corner in the Field Explorer section:

Then, we will name the field and set it up as a Whole Number field of type Rollup, as shown below.

Next, we will set the criteria for the Rollup field by clicking the Edit button. In this example, I want to count all page views with the page title of Tables.

With that rollup field criteria set, we will add the field to the contact form where we save and publish the customizations. We can now conveniently see how many times someone has visited one of my tables webpages and we’re starting to get an idea of the products that interest them. You can see in the screenshot below that the contact has viewed the tables webpage 18 times.

With the rollup fields set up, we can now create a dynamic marketing list of all our actively interested contacts. You will navigate to Marketing > Marketing Lists and click New. Once you have created the marketing list, we will now set up the criteria for adding members to the list:

First, we want to target customers with a high number of page views for a specific product. In my case, I have targeted all contacts with more than five page views on tables. If someone has more than five page views on tables, it’s very likely that person is particularly interested in purchasing a table. This number can be adjusted as needed.

But what if a contact viewed those pages a year ago? They are likely not as interested in purchasing a table as their page count would indicate. So, I have also included a Created On clause in our advanced find. And to ensure I am still targeting table page views, I also included the Page Title Contains Table clause seen below.

Once we have that together, our marketing list advanced find query should look like this:

Using this query ensures that we will always have a dynamic marketing list of contacts that are actively interested in purchasing a table. With this data, we are now able to send targeted emails to these contacts with content they are highly likely to interact with, like sales on tables! The above setup would also be applied to my beds and sofas rollup fields to create other lists of people who are interested in purchasing beds or sofas.

For the targeted email, I set up an email send with this targeted dynamic marketing list for my tables sale. The email send will query all contacts in CRM using the criteria set on the dynamic marketing list at the time of sending. Here is an example of my email send:

Now that my email send is set up, I can continue to nurture and interact with these customers even more by using the draft email send as an entry point in a campaign automation. An Email Interaction trigger is the entry point where you can select the previously created draft email send. From that initial email, other actions can be set up to occur based on how recipients interact with the targeted tables sale email they receive. For example, in the below campaign automation, if a recipient of the table sale email opens it, then a follow up task activity will be created in CRM for someone to call the contact. This is just one way we can use campaign automations to nurture our target audience.

Keep in mind that dynamic marketing lists can only be used in conjunction with campaign automations when an Email Interaction trigger is used as an entry point.

Now you know how to use the page views from your web analytics data to create targeted marketing emails for an actively interested audience.

Happy Marketing!

About the Author:

mm
Emma Butler is a ClickDimensions Marketing Success Manager.

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