Email is a huge marketing channel for the financial services industry. The StoneShot marketing automation platform saw thousands of email campaigns sent per month through our platform BC (Before Coronavirus) and noticed a 25% increase AD (After Domestication). With the gargantuan effort dedicated to this one channel, it would be useful to monitor if the endeavour reaps the intended results.
This month, we released an update to the Visitor Tracking report to include campaign name and page name so that you can see how your email campaigns contribute to your website traffic. To see this information, click on the Edit cog and add ‘Campaign Name’ to the columns.
Visitor Tracking enables you to view your clients’ website activity on an individual basis. As a refresher, see our support page. It complements common analytics tools which lets you view statistics on an anonymized basis like Google Analytics and Adobe Analytics. As our tracking is linked to individual client activity, you can set up email automation triggers for that individual. For instance, you can automatically assign clients viewing a specific fund page to that fund’s distribution list.
Benefits of the enhancement:
You want to see which email campaigns led to particular pages being viewed for a specific client or prospect
It’s useful to see if a particular client or prospect has visited a page or clicked on an email campaign. However, seeing both information together could prove powerful. Know which of your email marketing campaigns trigger a client or prospect landing on your high value pages such as contact us or fund focus pages. Hypothetically, you can track that Mr. Jones, a European Equity Fund client, browsed your Global Franchise Fund page after reading your email commentary about recovering market activity due to lockdown easing. As a result, you can set up a trigger that automatically adds him to the Global Franchise Fund distribution list.
To do this, click on the Edit cog and add an email filter to select a particular client or set of clients.
UTM campaign tags in Google Analytics were tagged incorrectly in some emails
UTM tags are an amazing feature in Google Analytics. However, with increased email volume over the past few months, it is possible that some tagging errors occurred because labelling UTM tags requires a manual process being applied to every single link in each email. It’s frustrating when this happens because it means that you do not have clean UTM data for email campaigns. As a plan B, you can go into our Visitor Tracking report and export the data with your specified time range. To do this, click on the Export button on the top right corner. This works retroactively for data collected from the time Visitor Tracking was enabled for your account. After exporting the data, you can manipulate the excel sheet or plug it into your data visualisation tool if you want to apply segmentation.
You want to cross-check anonymized website tracking data
Sometimes, it might be useful to have a second source of data that validates your primary source. With the addition of campaign and pages names in Visitor Tracking, you now have the information needed to cross-check this with the statistics found in Google Analytics or Adobe Analytics. This is particularly useful if you are suspicious of bot activity showing up in your anonymized statistics. Having individual names in StoneShot Visitor Tracking activity shows you the people behind the clicks.
If you’re a StoneShot app customer who currently doesn’t have Visitor Tracking enabled but are inclined to do so, leave us a message here and we will get your relationship manager to get in touch with you.