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Rare Space's Liz Iracki on How Behavioral Tracking Can Aid in Trigger-Based E-mail Campaigns

February 3, 2010 By Heather Fletcher

TM: How does monitoring who visited the Rare Space site and what they viewed after receiving an e-mail eventually lead to a conversion? How does Rare Space follow up in order to achieve the conversion?
LI: So what we found ... [is] that the ROI is about 5,000 percent ... That's kind of what we're looking at in the future. I wouldn't say that we're at 5,000 percent right now. But [that's] because real estate is such a long cycle. So what I would say at this stage right now is we already have information and activity that we're able to monitor. So one of the other things we've set up is we have a scoring system. So based on people's activity and response to our e-mail, we know where to put them on our radar. So sort of looking at really just increasing the utility of our time spent out there and who we chase. ...

TM: How does this intelligence help Rare Space segment its e-newsletter recipients? Has this intelligence led to other forms of customer contact?
LI: I guess I was getting into that with that scoring system that we have. So the scoring system, again, is just based on activity. So based on the amount of time spent on our Web site and number clicks on our Web site and going forward, it kind of increases the scoring system for us, so I would say, and that leads to what type of contact we'll take next.

TM: What sort of results has Rare Space seen from adding this intelligence to its e-mail campaigns?
LI: I would say, first of all, we've had some really good conversations. ... We have had numerous instances of actual contact with potential clients that are not former clients of ours that have just somehow been in our system and we've been trying to reach. In addition, it has helped us monitor activity of current clients. ... The people that we're working with are really top of the food chain. So they're C-level people that have a million things on their mind. So it's a very precarious ground to walk where we don't want to bother them and bug them, particularly if they're in the middle of their lease term. If they've got a couple years left, we wouldn't be calling them. But having the knowledge that the customer that we know, we've worked with in the past and they're still looking at our data, that gives us a little more assurance that it's OK to check in. And they might have big changes going on. ...


 

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