In addition to
managing contacts, segmenting them, conducting A/B testing and creating sign-up
forms, it also offers the ability to track user behaviour on
your website (known as goal tracking).
What exactly does this involve?
After adding a simple script to your website,
you will be able to track a specific user’s movements on your site. You will find out
which pages they visited, when they did so, and from which browser. The only
condition is that they must first arrive via a link from your newsletter.
The MailChimp script assigns them a unique ID and, unless the user deletes their
cookies or for a period of one year, it will record the pages the user
has viewed.
What can this be used for?
We can subsequently use this information when sending out
the next newsletter. The e-shop LevneMapy.cz serves as an example.
We simply reach out again to those users who viewed the pages
with travel guides. We can send them a special discount or inform them
about new additions in that section.
What’s even more interesting is that, based on their behaviour, we can also set up
automated email campaigns that send emails to users based on
their activity on the website. For example, we can set up an email to be sent
to a user three days after they visited a specific product page. We can
encourage them to make a purchase with a discount or offer them other complementary
products.
That could be an interesting way to spice up your email campaigns, don’t
you think?