Tracking Post-Click User Behavior: Tools and Tips for Better Email Retargeting

Why Post-Click Behavior Matters

Not all click-throughs lead to conversions. In fact, a significant number of users exit before completing a purchase or taking the desired action. Understanding what happens after someone clicks through an email is critical to identifying gaps, enhancing the user experience, and ultimately driving better results in future email retargeting campaigns.

Tracking post-click behavior allows marketers to:

• Pinpoint where users drop off in the sales funnel.

• Understand the decision-making process.

• Create personalized and relevant follow-up emails based on observed activity.

By investing in tools and techniques to analyze user behavior, businesses can increase conversion rates and make their retargeting efforts more impactful.

Tools to Track Post-Click User Behavior

A variety of tools can help marketers track and analyze how users interact with a website after clicking an email link. Below are some of the most effective options:

1. Google Analytics

Google Analytics remains one of the most comprehensive tools for tracking user behavior. By setting up tracking parameters in email links using UTM codes, marketers can assess:

• Traffic sources from email campaigns.

• Pages users navigate to after clicking.

• Time spent on the site.

• Completion of goals, such as purchases or sign-ups.

2. Heatmap and Session Recording Tools

Tools like Hotjar, Crazy Egg, or Mouseflow provide heatmaps and session recordings. These tools reveal where users click, scroll, or hesitate on a page, offering valuable insight into:

• Navigation patterns.

• Areas of interest or confusion.

• Potential technical or design barriers preventing conversions.

3. CRM Integrations

Customer Relationship Management (CRM) platforms like HubSpot, Salesforce, or ActiveCampaign can help streamline retargeting efforts. By integrating these platforms with analytics tools, marketers can create user profiles and automate targeted follow-up emails based on behavior.

4. Behavioral Analytics Platforms

Advanced platforms like Mixpanel or Amplitude allow businesses to track granular behavior, such as button clicks, video views, and other context-specific interactions. These tools enable deep segmentation based on behavioral events.

Segmenting Post-Click Users for Retargeting

Once user behavior data is collected, segmentation becomes pivotal. Here's how marketers can effectively segment users:

1. Cart Abandoners

Track users who added items to their cart but left without completing the purchase. These individuals are prime candidates for retargeting emails providing reminders, discounts, or testimonials.

2. Page Explorers

Segment users who browsed multiple pages but left without engaging further. They may need additional information or a clearer value proposition.

3. Bounce Visitors

For users who click through but exit after visiting only one page, retargeting efforts should focus on re-engagement with stronger CTAs or simplifying landing pages.

4. Goal Completers

It’s also useful to identify users who complete goals but haven’t reached key milestones, such as signing up or purchasing add-ons. These individuals may be open to upselling or cross-selling opportunities.

Building Retargeting Email Campaigns

Creating effective email campaigns tailored to post-click behavior requires personalization and thoughtful timing. Here are tips for building impactful retargeting workflows:

1. Use Dynamic Content

Generate emails based on user data collected after clicking. For example, include recommended products or services they browsed in prior sessions.

2. Optimize Timing

Timing matters. Send follow-up emails at strategic intervals, such as:

• Within hours of an abandoned cart.

• A day or two after browsing without purchasing.

• Roughly a week later as a final reminder or exclusive deal.

3. Test Subject Lines

Catchy subject lines with personalized recommendations or limited-time offers can significantly improve open rates. Remember to A/B test subject lines for greater insights.

4. Include Social Proof

Social proof, such as customer reviews or ratings, can reduce hesitation in retargeting campaigns. It builds trust and reassures users of a product’s value.

5. Create Urgency

Incorporate urgency into your emails with statements like “Only 3 items left in stock” or “Sale ends in 24 hours.” Urgency motivates some users to act quickly.

Measuring Success and Improving Retargeting Efforts

Tracking the performance of your retargeting emails is just as essential as analyzing post-click behavior. Consider these metrics:

1. Email Open Rate

Gauge interest in your retargeting approach by measuring the percentage of users who open your emails.

2. Click-Through Rate (CTR)

Analyze how many recipients click your email links to return to your website.

3. Conversion Rate

Track the number of users who complete the desired action, whether through purchases, downloads, or inquiries.

4. Revenue Attribution

Calculate ROI by attributing revenue generated from retargeting campaigns to individual customer actions and emails.

Regularly analyze these metrics and adjust your strategy for more impactful results.

The Role of Automation in Retargeting

Automation plays a vital role in tracking behavior and executing retargeting campaigns efficiently. Marketing automation platforms like Klaviyo, Sendinblue, or Mailchimp can:

• Streamline segmentation based on post-click user data.

• Trigger email sequences tailored to different behavioral segments.

• Provide performance analytics to refine retargeting strategies over time.

By automating the process, marketers save time while ensuring consistent and personalized outreach.

Closing Thoughts

Tracking post-click user behavior is fundamental to creating retargeting campaigns that truly convert. Understanding how users navigate your website after clicking an email link can lead to actionable insights and smarter, data-driven decisions. By leveraging the right tools, segmenting users, crafting personalized email follow-ups, and analyzing outcomes, marketers can build campaigns that resonate deeply and drive better results over the long term.