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One of the latest features of MessageFocus is the addition of Geo Tracking to your email campaigns. With the popularity of smartphones and the ability to receive email whilst on the move and not necessarily where you live, there is a school of thought as to how useful Geo Tracking actually is. While direct marketers often target customers with offers based on their location, it has not been so common in email marketing to segment data and target subscribers in this way. However, with more marketers understanding that their emails need to be ultra-relevant and more precisely targeted, it really couldn’t be a better time to start and utilise the Geo Tracking functionality in MessageFocus.

What is Geo Tracking?

When you send out an email to your subscribers, MessageFocus tracks all the event data in the reporting to allow you to see a whole range of statistics on the performance of your campaign. Geo Tracking takes this one step further by plotting those events on an interactive global map to show exactly where those people are that have read your email.

It’s this extra level of detail in your reporting which will allow you to gain a greater understanding of your active subscribers and the reach of your email campaigns. Creating targeted campaigns based on this information can massively improve the response and engagement with recipients and, as we all know, relevancy is the key to keeping customers engaged and loyal to your brand and products.

Essential or expendable?

Many email marketers are quick to cast aside Geo Tracking as simply a gimmick or a “˜nice to have’ feature that doesn’t add any real value. “Email can be opened anywhere on mobiles.” and “We already have data on our subscriber’s location.” are common things I hear when discussing the new Geo Tracking feature with clients. These might be true statements, but it’s worth noting:

There is a lot of effort and focus by email marketers on trying to grow their data, but this can easily be negated by the loss of previously active recipients who no longer feel engaged. Growing your data is as much about the retention of existing recipients as it is the enticing of new ones.

How can I use Geo Tracking to increase relevancy?

There are a number of ways in which Geo Tracking can be used to increase relevancy to engage your recipients. Remember, it’s about using all the tools at your disposal to give you the best chance possible of having your campaigns give the response you want.

There is so much more to be gained from Geo Tracking than is outlined above, but I hope that it gives you some useful food for thought when constructing your next campaign.  As always, do not hesitate to contact your Account Manager for further information on how to use Geo Tracking in MessageFocus and how you can utilise it to improve your email marketing campaigns.