Techs don’t have to be from Mars, and marketing/sales types from Venus. Or any other of the eight (sorrry, Pluto) planets.
SalesGenius is an interesting new program that lets your sales and marketing staffs tracks the performance of emails that have been sent to prospects or current customers.
I’ll now tell you how SalesGenius works.It works by detecting the number of times that links to your website you have embedded in your emails get clicked through.
If emails have multiple recipients, it can track each of those as well.
To enable tracking, SalesGenius encodes the links that you have placed in your email. When your prospect or current customer opens the email and clicks on a link, SalesGenius records an image of that page.
With this capability, you, the sender, can watch what is kind of an instant replay summary of your prospect’s visits to your site- which pages they visited, and in what order.
This data is presented in a pie chart that includeshow many of your e-mails were opened and how many of the recipients clicked on the links to your site. Results pages are sortable by prospect name, pages visited, and date.
This is helpful for two reasons: you’ll be able to tell which areas of your site- such as specific product page links you may have included in your HTML email-captured their initial interest. This interest can be followed by a sales call.
The beneficial by-product of this functionality is of interest to your web site and marketing folks. Maybe there’s a reason that some pages you hoped would be clicked on have not been? Maybe the copy on these pages could be revised to be more interesting, or subsequent emails could be rewritten to point to those specific links.