Geo Tracking through Google Maps: Increase Email Campaign Relevancy
By Megan Ouellet, Director of Marketing for Listrak
September 23, 2008
“Location. Location. Location.” This phrase is as valuable to marketers as it is to real estate agents. For years direct marketers have targeted consumers with specific offers for their geographical location but email marketers haven’t been as quick to segment their lists by this metric. However, as email marketers move away from the batch and blast methodology and adapt to the latest trends and best practices to send emails that are more relevant to their audience, geo-targeting is more important than ever. And, when the ESP is integrated with Google Maps, it’s easier than ever, too.
Listrak, a leading email service provider, is the pioneer of Geo Tracking in email marketing. Listrak recently upgraded its reporting feature by integrating its Geo Tracking report with Google Maps, a powerful web-based mapping service application. This white paper discusses Listrak’s latest feature update while giving you ideas on how you can use this technology to increase the relevancy of your email campaigns while understanding where your hot spots are so you can target your most active users more effectively.
What is Geo Tracking?
After you deploy an email, you’re probably used to checking your stats to see how many people opened, read, and clicked on your message. Geo Tracking takes these metrics a step further by plotting the locations of the subscribers who took action on a map. That way, you can build reports on which countries, states or provinces, or zip codes are listening to you or which ones aren’t.
This feature allows you to capture very valuable customer data - the exact locations of your subscribers. Even if you request this information during the subscription process, using Geo Tracking and Google Maps to track the locations of your subscribers who are opening, reading, and clicking on your messages will keep your records up-to-date while filling in any missing or inaccurate data.
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