CRM Program Lead Tracking As an Effective
Tracking the success of advertising campaigns is important to businesses so that return on investment can be established and the most effective campaigns selected for further use and development. The addition of email marketing to the arsenal of marketing tools for most companies is beneficial in terms of cost effectiveness and reducing time constraints. Recent developments in technology enable businesses to track the behavior of leads in response to specific email marketing campaigns using technology which allows companies not only to measure the effectiveness of specific email marketing campaigns in terms of click through rates, but also to identify specific behavior patterns of the leads in order to make smart decisions about how to nurture towards a sale.
Sophisticated Customer Relationship Management (CRM) programs also include lead tracking and lead nurturing components as a part of the system. Some systems can track the behavior of a lead or prospect when they click the link in the email, the specific pages and products they looked at on your website and how much time they spent on your website. Detailed histories can be collected and kept of each lead which can then trigger the release of specific email campaigns based on behavior which signals that the customer may be a "hot" lead, ready to buy. This kind of information can be fed to sales teams who can then decide on the appropriate action.
Lead tracking links in nicely with another email marketing solution aptly named email retargeting. Email retargeting software can help you target customers who have not completed a previous transaction or have bought from you previously. The historical data collected through the lead tracking software can help to identify prospects for specific retargeting campaigns specific to their behavior on your website. This is a very effective strategy, which if used correctly, can increase shopping cart conversions by up to thirty percent.
Lead tracking software can be used to trigger automated email campaigns to send out specific messages based on customer behavior on your website. Good lead tracking software will tell you how long a customer stayed on that page for and what he clicked on. If he clicks on something specific, you could set it up to trigger an automated message within a certain time frame. A series of email marketing messages can be subtly sent to the prospect to nurture him down the sales funnel towards a sale of the product he spent so much time reading about on your website.
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