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How Digital Body Language Powers Email Marketing Campaigns

Incorporating digital body language into email marketing campaign strategy is becoming an increasingly important way for email marketers to capture and intelligently respond to leads. Simply defined, digital body language is an electronic picture of target audience behavior in response to email marketing and other web based initiatives.

When digital body language is incorporated into a CRM (customer relationship management) system with this capability, such as GoldMine CRM, marketing becomes more effortlessly targeted and effective. Tracking digital body language means going beyond the first “click through” response to an email campaign and monitoring the prospect’s behavior and navigation on the company’s website. It is then possible to incorporate this valuable interest information into the company’s CRM system so the marketing team can target the prospect and move them to conversion more effectively.

To discover how monitoring digital body language can affect the outcome of an email marketing campaign, let’s take a look at an email marketing campaign where the recipient “clicks through” to the sending company’s website and their web site behavior is monitored with and without digital body language.

In this example, a company offers four different services but sends out an email marketing campaign offering an incentive on one of them, with a one-click option taking the recipient directly to the company’s website.

Digital body language monitoring would begin when the recipient follows the link to take advantage of the incentive. The digital body language is then immediately incorporated into the recipient’s file, so they will continue to receive pertinent information about the desired service. If the recipient begins searching elsewhere in the site and visits other pages, clicking on the “more information” tabs to investigate the other services offered by the company, their digital body language will continue to be captured, with all areas of interest automatically noted in the CRM system. The company is now aware that the recipient may be in the market for other services besides the email incentive and they can include the recipient in their marketing efforts accordingly.

Even if the email recipient clicks through to the website but does not respond to the incentive, this DBL is still monitored and incorporated into the CRM system. The company will then know that the recipient had a certain level of interest, but can analyze why he did not follow through on the offered incentive.

If the recipient’s digital body language is not being monitored, he may click through to the company web site, take advantage of the incentive and be added to the company’s information. However, if he does not respond to the incentive, or continues to navigate the website, this information will not be captured, since digital body language is not being monitored. The company will have no idea that the recipient clicked through because he did not take advantage of the incentive. The company also would not know that the recipient was specifically interested in certain services, and consequently, may continue to inundate the recipient with emails about services he is not interested in at all.

Digital body language is the next level of email marketing campaign response data, going beyond the “click through” statistics to offer actual website analytic information from the email campaign responses. For email marketers, digital body language can be a powerful tool to gather important marketing information into their CRM systems.

Pamela S. Pearl is a partner with Business Automation Solutions, Inc. (http://moreproductive.com), a certified GoldMine sales software CRM consultant, trainer and developer of products such as IntelliClick click track and web navigation software which provides digital body language data for GoldMine email client marketing campaigns.

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