Local e-mail service providers and industry experts talk a great deal about the importance of relevance in keeping recipients engaged, or at least keeping e-mails out of trash bins and spam filters. Of course, this is easier said than done.
Historically, building customer knowledge required either frequent and extensive surveys or outright guesses based on global e-mail open and click metrics.
Exacerbating the challenge, many e-mail clients suppress the tracking function for security reasons, making it harder to know who reads the message, makes a decision or takes an action. The challenge for marketers is getting to know more about the customer without overburdening them.
Fortunately, technology and process are providing marketers with a new option: the ability to read a prospect’s “digital body language.” In other words, this means imperceptibly and unobtrusively tracking how targets interact with all of your digital content — website visits, search activity, webcast or podcast downloads — not only your e-mail.