Highly personalized customer communication – every marketer dreams of it. The same applies to B2B online marketing: you can only write to your readers with individual and relevant content if you know enough about them. With personalized tracking, you can find out more about your recipients’ reading or shopping behavior. Eva Hahnelt, from our partner Inxmail, explains the advantages of personalized tracking in B2B email marketing, how it works and what legal requirements you have to meet.
Why is personal tracking worthwhile?
Did the reader access the website or online shop via a link in the newsletter? Which pages did they look at? Did they perhaps initiate a contact kazakhstan number data request or registration there? Or did they abandon the site beforehand? Through personal tracking, B2B email marketing get to know their customers better and can thus continually improve their communication and processes. For example, conclusions can be drawn to improve the usability of the newsletter or website, optimize ordering processes or minimize bounce rates. In addition, the newly acquired recipient data can be used to make customer communication even more individual the next time you contact them. For example, with personal product recommendations or cross- and upselling offers.
How does it all work?
Professional email marketing systems evaluate openings and clicks as standard. It is of course also important how the recipients behave after the click and whether a conversion is achieved. This could be, for example, an order in the online shop, a white paper download or a new registration.
These individual recipient reactions can be what skills does a modern copywriter have? determined using link tracking and tracking pixels: Each link in the newsletter can be given a parameter. In the online shop, this parameter is then evaluated and sent to a tracking tool. This can be done via the B2B email marketing solution or the site’s web tracking.
What are the prerequisites and legal requirements?
As is often the case, the General Data Protection Regulation (GDPR) comes into play here.
>It used to be common practice to link consent to personal tracking to the newsletter subscription or not to mention personal tracking at all. According to the GDPR, personal data such as (email) address, telephone number, but also account details, gender or hair color may only be processed if it is absolutely necessary for the performance of a contract.
For example
when an order is placed, the retailer needs the address in order to deliver the package. However, simply writing to the customer with the latest sale newsletter is not permitted and requires separate consent.
>To ensure the necessary legal certainty kuwait data in B2B email marketing, this means separating newsletter registration and consent for personal tracking. For example, with an optional field under the registration form that the interested party must actively click on, like here:
The user must actively consent to personal tracking
Important: The subscriber must be able to revoke their consent at any time. In every mailing that uses personal tracking, they must have the option to deactivate this function. The easiest way to do this is to insert a link like the general newsletter unsubscribe link. As in our example in the footer of the newsletter. Incidentally, professional email marketing software checks whether a tracking permission revocation link is available when the mailing is created.