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You can create emails with the same intent based segments you’re using to target the personalization campaigns on your website. By passing data between Evergage and Eloqua, Marketo, or SalesForce, you can maintain consistency with messaging and offers regardless of the way your prospects or customers choose to interact with you. This consistency not only provides common messaging to the customer, but also increases the chance of conversion.
Suppose you have an upsell campaign that you are running on your site. Based on a user’s actions, you can see when there is a potential for the user to purchase an additional service that you offer. Perhaps you have monthly billing on your product, with some users using an autopay system and others choosing to be reminded, and pay their bills manually when prompted by a physical bill or an email.
This process is time consuming for you and can lead to delays in payment so you have created a personalization campaign on the website based on a segment of customers who are on the bill pay page today, and they have not previously selected autopay.
In this case, you can use the same segment, and pass it out to your marketing automation platform using Evergage’s daily sync. You can create a daily email to be sent, and use the segment list that has been sent from Evergage as your mailing list.
In this example, you can set up a global goal of ‘signed up for autopay’ and measure the conversion rate. You can see this for the personalization campaign you have created on your site, but you can also use Evergage to track the impact of the email, based on clicks back to the site. By reviewing the ‘autopay sign up email’ campaign you created using the Evergage third party tracking, you can look at the people who landed on the site from that email and see if they completed the goal of ‘signed up for autopay.’
Here is a checklist of what you need to do in Evergage to create this play on your own site:
Create a segment of users you want to target with your email
Configure you marketing automation platform so that it send an email based on the segment members.
Select the segment you created so it passes over to your marketing automation platform
Configure the sync between Evergage and Marketo / Eloqua / SalesForce
Create a global goal that is related to the goal of the campaign