You can use our Marketing Automation platform to access a variety of data on your contacts’ behavior. Some of this data is available without prior installation (email behavior, contact profiles), while the website data component needs to be integrated by you.
With or without website data
Because of the data already available in SendinBlue, you don’t need to integrate SendinBlue Automation into your website in order to fully benefit from our solution. The easiest option is adding a contact to a list, which can be the entry point to a workflow. You can use the data linked to your SendinBlue account:
- Uploading data from your emails: SendinBlue Automation is fully integrated into your email campaigns and transactional emails (SMTP). In practical terms, this means you can use email opens/clicks to start a workflow or add a condition. No installation is needed: everything is automatically uploaded to SendinBlue Automation.
- Uploading contact profile data: all of your default contact attributes and the ones you have added to SendinBlue can be used in your workflows. For example, you can segment a workflow by category, date, etc.
Website behavioral data
To create workflows that use the behavioral data from your website, you need to do a little bit of work. Just like Google Analytics, SendinBlue provides a website tracking script to track the pages visited by each identified visitor. How it works:
- The automation script is able to record all of your website visitors, for example, by using a cookie.
- The activities of your website users are then recorded by SendinBlue Automation if a particular visitor is identified as a SendinBlue contact. If they are not recognized as one of your SendinBlue contacts, their activities are not recorded.
As well as identifying visitors, there is another issue when it comes to tracking visitor behavior. In 90% of cases, the pages visited give us the information we need, but there are some cases in which the URL of the pages visited is not enough. A simple example is if you want to track instances of "Add to basket" to create a reminder workflow for abandoned baskets. Often, adding an item to a basket does not trigger the loading of a new page with a specific URL, but a pop-up that opens on the same page without the URL changing. SendinBlue provides different tags (Events, Links, Virtual Pages) to precisely track your visitor behavior even when the URL does not change. To make it easier for your developer, we recommend you create a table with a list of the tags they should use. In digital marketing jargon, this type of table is known as a "tagging plan".
|General script||Header – all pages||N/A||N/A|
|Identify||White paper download||$name, $postal_code, $URL|
|Event||Click on Add to Basket button||add_basket||$category, $product, $price|
|Event||Purchase confirmation page||product_purchased||$category, $product, $price|
|Page||Form – steps 1 to 3||Form$step where $step equals 1, 2 or 3||$title, $product, $price|
Identifying your SendinBlue contacts via your website
The main objective of uploading your website data is to identify your contacts. The aim is, of course, to have a maximum number of "identified" contacts, i.e. contacts whose email address can be matched to their website clickstream. To match this information and identify your contacts, there are two options:
- When a SendinBlue contact clicks in one of your emails, we deposit a cookie, which then allows us to identify this contact when they visit your website.
- A visitor who is initially anonymous can be identified when they enter their email address (to subscribe to a newsletter, create an account, etc.) on your website. All the pages subsequently visited will be uploaded to SendinBlue Automation.
Click here to find out more about how the main automation script works.