I have a question related to the user experience (not just the technical implication). I have seen references to campaigns that pose questions or present choices to recipients in eMail. The examples often allow the recipient to specify something about themselves, so that eMails can be more relevant moving forward.
I am eager to do just this and have a number of ways in which this can be used. However, I am unclear on the start-to-finish user experience. What is the best practice experience when a recipient clicks on of the links?
By way of (simple) example, let’s say I want recipients to specify their level of expertise:
Beginner
Intermediate
Advanced
Let’s also assume that each of these is a link in the eMail. At the backend I tag the user, based on an automation for each link. Technically, that seems pretty easy (though I haven’t implemented this yet).
But what does the recipient see? When they click, say, Intermediate does that launch them to a “Thank you”-type page, via the browser? What if I have 2-3 questions to ask (each with a few choices)?
Is this stretching the use of click tracking too far?
In short, if I ask a user to click a link to tell me something about them - where do I take them when they do?
This is an interesting question and I’m curious to see what the community comes up with because I think there’s a lot of possibilities.
For your example of their level of expertise, you could redirect them to a short video of you welcoming them and giving them an expertise appropriate message. In this video, you could talk about how you’ll be customizing your messages to be appropriate to where they are right now and give them a brief overview of what’s to come to get them excited. You can reassure them that, based on their feedback, you’ll be providing them the most relevant content possible. You might also give them another call to action at the end of this video, but be careful you don’t confuse them or give them too many directions to go at once.
Another option for customizing follow up based on clicks is to make it less obvious that you’re asking a question. For instance, rather than presenting them with a choice and instructing them to click the appropriate link, you could simply give them three different options for content:
X for beginners
Tips on X for intermediate skill
X for advanced users
… and then see which one they choose to click on. The links would redirect to the content which is exactly what they would expect, but they’re not aware that they’re rating their skill level, they’re simply choosing the content that fits them best.