When are your customers ready to buy? Let LeadScoring give you the answer by following your customers’ journey from unidentified visitor to repeat buyer. As part of the Tracking functionality, we have built in LeadScoring to predict and ensure success for your business when you actively score your leads.
Perhaps your company sells cars. In that case, you will be able to recognize a long sales and decision-making process. If your company sells school supplies, the decision-making process is impulsive and short. These are of course two extremes, but nevertheless, a reality for eMailPlatform, as we have customers from all industries in many countries.
“We’ve worked hard to develop a LeadScoring functionality that can easily be customized to all industries where lead value can be adjusted, from points awarded from clicks in newsletters and text messages, to display product lists, products and steps in the purchase flow. All points can be individually adjusted and more flow can be set,” says founder of eMailPlatform, Kim Østergaard.
Marketing campaigns that are targeted properly to each individual recipient performs at least 10x better than any one-to-many broadcasts.
Tracking of everything from clicks, downloads, and purchases
Imagine that you could follow a customer before even becoming a customer. Yes, actually before they even indicate who they are, on either smartphone, tablet and computer, with the ability to communicate purposefully to them.
That’s what eMailPlatform has developed – and makes available to their customers at no additional cost. “We have made the Tracking feature such that it works across all CRM solutions and webshop systems. In fact, Tracking can tell you whether a customer on your webshop puts an item in the basket, removes it again – and similar actions,” says Erik Madsen, product manager at eMailPlatform.
During the setup of Tracking, eMailPlatform can for example record an “Add to Cart” action, and collect all the information that is usually only communicated internally in the webshop. Many webshop owners make some kind of “invisible profile” of the person who buys by sending information about the item with the click that adds it to the shopping cart.
Any action can be registered and used
All actions originated from a recipient, a lead, or a customer, can be recorded by Tracking in eMailPlatform.
For example, an event may be the example from before, where a webshop wishes to profile their goods by the “Add to Cart” action. “An online company selling children’s clothing can increase their knowledge through profiling by sending the product’s gender and age into the purchase,” says Kim Østergaard. That way, the information can be directly used for segmentation and increased targeting, without the customers being asked about their preferences.
It could also be a car dealer that has a lot of brochures for download on their website. The brochures are for different car models and therefore naturally need a collection of different behaviors on each download. Cars are available in many brands, models, years and thus price ranges.
This is being supported in Events in eMailPlatform, that can record each download and use it for profiling each visitor and recipient. Thus gathering knowledge about the visitor’s preferences within the car, which can be directly translated into marketing campaigns.
If the customer visits the company website or webshop from multiple devices, smartphone, tablet and computer, these devices will be put into a customer profile.
Marketing automation perspective
To get the most out of the information collected with Tracking and LeadScoring, will automated flows, part of the concept of Marketing Automation, be a great place to start.
Abandoned shopping cart is one of the most famous flows, based on actions from a webshop.
“A lot of online shoppers tend to leave their shopping cart. Maybe they regret, maybe they do not have a means of payment at hand, they may be disturbed by children … or something else. But the fact is a lost deal for the online shop,” says Kim Østergaard.
With the abandoned cart feature, the products are left in the shopping cart, both the products placed in the basket and removed again. And with few clicks, eMailPlatform can send the shopper a follow-up email automatically. Both if a shopping cart is left complete, the purchase is partially completed or all combinations of this.
Another flow could be the follow-up to a particular LeadScore, perhaps collected over many months when the customer has visited the company’s website, made one or more purchases, left a number of shopping carts and much more. All actions will accumulate a LeadScore that tells about the visitor’s activity. And marketing campaigns can target people with a specific score, specific actions and different behaviors – or a good mix of them.
“What makes the difference for most businesses is a correct setup of their marketing automation platform. Many times, it is a correct data model, combined with the right flows in an optimal composition that makes the difference between success and mediocrity,” concludes Kim Østergaard from eMailPlatform. Of course, the platform itself must have the features available, but execution will account for over half of the succession.
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