As volumes grew, emails had to be sent out faster, and larger volumes of data had to be stored. Increased volumes always involve upgrades and changes in technology. And that is because one of the FAQs we heard is “how long will it take to send out my campaign?". We also got more business, because we started to expand our communications abroad after TNT started communicating through our services in all Eastern European countries.
We fought our battles on as many fronts as we could, and we offered our customers innovations that they were very excited about. Google Analytics started to be used more and more frequently and – to make the attribution of email conversions clearer – we started integrating it with our application. This way we are able to do the targeting based on order attribution. In fact, the first order profiles were based on Google’s order attribution.
Also in 2011, we increasingly came across the term “Landing Page”, so we introduced the option to manage the personalised ones. Our goal: to extend the customised email experience to secondary pages that can be automatically personalised based on data that we had about a certain user.
So we started expecting a more significant influence from automation. We talked about landing pages in all of the presentations that we did back then, but the market was pretty slow, so we still had to wait for adoption and implementation. My next few articles described the way in which things developed.
