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Automate follow-up emails based on webpages viewed

Stay in front of your engaged leads by sending them follow-up emails based on webpages they viewed.

If your leads are currently browsing your website, a great way to stay on their radar is to help them self-educate by sending them personalized, relevant content or other offers shortly after. The key to executing on this is making sure you're doing so in a timely manner and with relevance. With Hull.js (our web tracking Javascript library), you'll know exactly which pages they've been looking at so you can suggest related content to follow-up with.

In this use case, you can set up an automated email to send when you've noticed your leads have viewed certain pages on your website. For example:

  • Sending a case study after your lead visited a product-related page
  • Sending a related blog post after your lead visited top-of-funnel webpage, like an eBook
  • Sending product material like a one-pager after your lead visited a product-related page
  • Sending a quick "Can we help?" email after your lead visited some technical documentation

We think text emails work best here, but you can experiment and test out HTML emails with your audience as well.

1. Connect your web tracking tool

Install Hull.js or Segment on your website to track webpage views as Events

2. Create a User Segment

Create a Segment within Hull, defining your Segment by the URL(s) that were visited. For example: page_url equals www.hull.io/product

3. Whitelist that Segment

In your Hull Connector for the marketing automation platform of your choice, whitelist this Segment. This will enable you to sync all Users within this Segment to your marketing automation platform.

4. Trigger your email campaign

In your marketing automation platform, build a campaign or workflow that automatically sends an email 1 or 2 days after a User enters the Segment. We recommend a short campaign (1-2 emails at most) in case your lead falls into multiple campaigns.