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For anyone selling a product, Route could be your new best friend

New marketing tool Route tracks website visitor behavior as a way of determining why a product is purchased or not. Smart!

route to email marketing

What makes customers purchase?

One of the most important aspects of any industry is seeking to find out why customers behave the way that they do. What makes them interested? What makes them click “buy”?

An abundance of research has gone into finding answers to these questions. But, as technology evolves, that research ultimately becomes dated.

Route automatically interacts with customers

The new technological tool, Route, is working to provide marketers with tailored information with how customers behave on their specific websites. Automated emails are then sent to customers based on that behavior.

Route explains the process by examining the website visitor in a series of steps. First, they are anonymous. After certain activity, they become identified. Finally, they become a customer after purchase.

Behavior tracked by triggers

So, for example, a person enters a website. Route then begins tracking that person’s behavior. After browsing, the person triggers an important event. Then, a form is filled out by said person to receive information about a product. This person then becomes Joe.

Joe’s behavior then triggers an automated campaign. He then receives an automated email with the subject line, “Introducing Our Startup Plan.”

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Tailored emails sent to visitors

Two days after this initial email, Joe will receive another email with the subject line, “Features for the Startup Plan.” Inside the email is a “Product Features” link. If Joe clicks this link, it is then tracked by Route.

With this, Joe then becomes more interested in the product. He will then receive a third email from a seller with the subject line, “An Offer You Can’t Refuse” (read that without picturing Brando, I dare you).

From this email, Joe begins browsing the purchase page. However, he opts not to finish the checkout process. Route will then send the contact to Customer Relationship Management to be contacted later.

Finally, Joe is convinced that his initial interest was right and buys the product. Once the sale is complete, Joe will receive an email shortly after that will welcome him to your company.

Seal the deal, land the conversion

Route evaluates a person’s behavior on a website and tracks a loss of interest, or if a user goes to a competitor. This tool is ideal for a company that is beginning to market a product, as it examines why someone may or may not purchase it.


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Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

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