Online marketing is a big business, powering the efforts of large and small businesses, alike. The objective is to cash in on the potential benefit of a very low cost direct marketing campaign, light on the printing and mailing cost, but high on the return on investment. But for one reason or another these efforts often fail.
The missing piece is the otherwise anonymous nature of communications across the internet. The network powering web pages, Ethernet over TCP/IP, simply doesn’t support the handshaking, error checking, etc., which would be required of a data communications protocol capable of supporting the type of clear, point-to-point communications online marketers definitely need. Ideally, such a system would help consumers learn more about just who is responding to a mass email, etc.
Enter VisualVisitor and Salesforce.com. These two cloud solutions can be used, together, to provide any size business with a very effective method of sending targeted mass emails and tracking web site visits by specific campaign recipients.
Certainly some mass email management services can make similar claims. In other words, a service like iContact® offers subscribers the option of tagging campaigs to show:
- eMail opens by recipient
- and clicks on web page links by recipient
But what iContact, and comparable solutions, cannot do, is indicate visits by email recipients over time. Nor can these services provide web site visit information of email recipients clicking on embedded links who then proceed to look at other pages on a website. For any business marketing intangibles and complex solutions, this latter information is very important and highly useful.
I can personally attest to the usefulness of VisualVisitor and Salesforce.com for the purpose of closing the loop on 1) Who received my email campaign?, 2) Which campaign recipients came to my web site? and 3) What’s the historical record of visits to my web site by these recipients?
If you would like to learn more about how these two SaaS offers can be used together, please contact me.
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