Rare Space's Liz Iracki on How Behavioral Tracking Can Aid in Trigger-Based E-mail Campaigns
Behavioral targeting may be a controversial topic, but many marketers use it to add customer intelligence behind their companies' sales efforts. And in the rarefied atmosphere of commercial real estate, the C-level executives that Denver-based Rare Space aids with sales and leases do seem to appreciate a more informed approach.
That's what Liz Iracki, director of marketing and business development at Rare Space, says her company has discovered during the past three months—since hiring Golden, Colo.-based Net-Results, a sales and marketing automation provider, as its new e-mail service provider.
Iracki first built a foundation of increased e-mail-to-Web page traffic so Rare Space could start monitoring what customers cared about. By simply including teasers instead of full stories in the company's last e-newsletter, she saw site traffic spike by 400 percent because recipients had to click through to read more. And now Rare Space is moving on to new territory.
Target Marketing: How does this type of behavioral targeting aid in trigger-based campaigns?
Liz Iracki: Rare Space has been using e-mail marketing campaigns for about five years. So we've built up a large database of business owners and decision makers of businesses throughout the Colorado region that could potentially be interested in our services. ... By us linking in our database with Net-Results, now those ISPs [of our e-mail subscribers] are known through Net-Results. We know who those people are. We can track their behavior [on our site] going forward ever since we first sent them that first e-mail campaign. ... So what's great is we're able to see which components of our Web site that people are going onto. ... We have a general idea of what they're looking for ... We have other tools on our Web site. One of them is a space needs calculator ... [which] helps [businesses] decide if they have the right square footage. ... That information, just knowing that they're thinking enough about their real estate enough to input that information on our Web site and to know who they are, that tells us that they're thinking about it. ... So that sort of behavior takes us off our regular [lead follow-up] timeline. ... One of the great features that we're going to take advantage of with our next campaign is the ability to set up parameters. So, say someone ... clicks on our Web site more than three times, we can set up an automatic e-mail that will go out to them as a follow-up. ...