In an article at MarketingProfs, Josh Nason suggests you might be letting valuable customer data go to waste. "In every campaign that you send out," he says, "you should have direct links to specific pages on your website, helping you gauge and track what's moving the meter in your emails … [and] you should be able to easily see in real time who clicked these links on what time and what day."

In other words, he reasons, you have the tools to:

• Observe—in real time—what piques the interest of each subscriber.
• Use this information to create segmented lists for sales reps with the basic contact information—like email addresses or telephone numbers—that you've already collected.

Nason concedes, however, that prospects might become uneasy if they realize you're making contact based on their online activity.

He suggests language that mutes the implication that you're watching their every move. For instance: "We recently sent out a campaign about Product X and [we think] you might have some interest in [it]."

If you still think this sounds too intrusive, Nason recommends finding another way of making the data work for you—such as a simple follow-up email showcasing the product of interest. "You have a list, you have engaged customers, and you have a record of their actions with your campaign. Use them!" he urges.

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