Process Diagram<\/h2>\n
![\"Screen_Shot_2014-08-05_at_7.49.49_PM\"](\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hub\/37780\/file-1381270953-png\/Screen_Shot_2014-08-05_at_7.49.49_PM.png?w=800\")
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If someone was searching for a product and found it on Google and your company was chosen, it means that that search was aligned with what was communicated on your site.<\/p>\n
However, it can be easier and simpler to detect purchase intent through email marketing. You just need to know your audience and track your behavior, to know, for example, who opened your emails, who clicked and where (on what type of content).<\/p>\n
The next step is to develop actions based on this behavior, i.e. to group, on the one hand, all those who clicked on a certain topic (offers, promotions, products or services) and, on the other hand, those who clicked on another topic.<\/p>\n
First, group a target audience and send them 2 basic calls to action: \u201clearn more\u201d and \u201cbuy now\u201d. In one of these calls, replace \u201cbuy now\u201d with the most important benefit of your product or service.<\/p>\n
Once sent to samples of different groups within the same segment or audience (for proper measurement), observe (1) who clicked the most on \"learn more,\" (2) who clicked on \"buy now,\" and (3) who did nothing.<\/p>\n
Then, according to the type of click (response), segment them into these 3 categories.<\/p>\n
To those who clicked on \u201cbuy now\u201d, send them a thank you note if your page has direct sales or if they filled out a form on a Landing Page. Thank them for their interest and let them know what comes next (welcome message).<\/p>\n
In addition, have a follow-up email ready in which you provide more details about the benefits of the product, an additional offer, or ask for referrals in exchange for something motivating.<\/p>\n
For those who did nothing, i.e. did not click on either \"buy now\" or \"learn more\", send them an email with an alternative. Perhaps something in the initial email was not of interest to them or was not stated in the right way or was simply not understood.<\/p>\n
Whatever the reason, be sure to give them another chance.<\/p>\n
With this type of segmentation mechanism you can effectively weight the level of purchase intent or contact with a salesperson.<\/p>\n