Follow Your Leads – Tracking Lead Action

  • January 4, 2017 /

Part 3 of a 4 part series on Lead Following Campaigns

For people with large lists, low open rates are common. In attempts to increase open rates and communicate better with our lists, we need to know who on our list is still interested in what we have to offer.  How can we determine that?  One way is to track any actions a lead takes.

What is a lead action?

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A lead shows that he/she is reading and responding to our emails when they take an action.  The actions we want to look for are when someone opens an email, when someone clicks a link in an email, when someone fills out a webform, and when someone purchases something.

Why should we track lead actions?

When we track who is taking an action, we can determine who is still interested in what we have to offer, or engaged in our emails.  When we know this, we can increase our open rate by keeping track of those who are engaged or are not engaged in our communications and treat them differently.

How do we track lead actions?

We can use tags or lists to determine who is taking certain actions.  When someone fills out a webform, they should get a tag for that or be put on a list.  When someone clicks on a link, they get a tag for that.  When someone buys something, they should always get a tag for that.  However, in addition to getting prospect tags or customer tags, I choose to use trigger tags (I make a trigger category) specifically for keeping track of these actions.  I use a loop such that when someone receives one of these trigger tags, they go back to the start of the queue.  If they’ve been in this queue for say 6 months without taking an action, then they get sent into a re-engagement strategy campaign.  That way we know who’s taken an action within the last 6 months.

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What steps can we take next for those who take actions vs for those who don’t take actions?

For those who take actions, we could reward them after taking so many actions (like with an Amazon gift card or a discount code), and for those who don’t take actions, we could send them into a re-engagement campaign, which I’ll discuss more in my next blog post in this series.

If you don’t have a system that can do the things mentioned automatically for you, reach out to me here and let me know. I can help set this up for you.

Check out my other blog posts in this series:

Part 1: Follow Your Leads For Their Lifetime
Part 2: New Lead Campaign
Part 4: Re-engaging non-active leads

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