Before you can effectively market to and engage customers, you must understand your audience.  One of the key components in this understanding is identity resolution—the process of linking various identifiers to create a comprehensive view of a customer. This information is most often gathered through email clicks or anonymous website visits. While both enhance user identification, each operates slightly differently. Let’s explore these two approaches.

What is Identity Resolution?

Identity resolution is the method used to connect different data points associated with an individual or entity to create a profile. This can include linking email addresses, website interactions, social media profiles, and more. Resolved profiles allow marketers to serve offers and advertisements that are more likely to appeal to the customer.

Identity Resolution from Email Clicks

Engagement with emails requires action by the shopper. Most often, they interact by clicking a link. This interaction typically occurs within the defined framework of an email list, where the shopper is already “known” to the business.

Identity Resolution Process:

1. Data Capture: When a recipient clicks a link in the email, the click is tracked alongside the email address. This creates a direct connection between the user’s identity and their interaction.
2. Attribution: This click can be attributed to a specific campaign, allowing marketers to assess the effectiveness of their outreach.
3. Behavior Analysis: The subsequent actions taken by the user on the website can be monitored, further enriching their profile with behavioral data.

Keep in mind that the measure of “good” email campaign engagement depends on your industry. Marketing email click through rates  average at a high of over 12% in the Education Institution segment to a low below 2% in the Automotive segment. General email “blast” tend to be less effective than targeted campaigns.

Identity Resolution from Anonymous Website Visits

In contrast to email clicks, anonymous website visits involve users who have not yet provided any identifiable information. They are part of the “unknown” website data set which is exponentially larger than a business’s “known” database. Visitors might land on a site via organic search, social media, or other channels without leaving a trace of their identity. This is a lost opportunity for the business which now has no way to retarget or recognize that shopper on future visits. However, with the right identity resolution tools the user does not have to take an action to be identified.

Identity Resolution Process:

1. Data Collection: Tools like cookies, IP tracking, and session recordings are often used to gather data on users’ behavior on the site. This includes pages visited, time spent, and actions taken, all without knowing who they are.
2. Identification: Tools like Ignite by Launch Labs use proprietary technology to definitively identify shoppers even if the shopper takes no action beyond just visiting the site.

Identity resolution from anonymous website visits allows marketers to analyze behavior trends across their audience, even when individual identities are unknown. Identification rates for anonymous website visitors using valid technology typically start at 30% and, depending on methodology and website traffic mix, can reach as high as 50%. These insights inform strategies to enhance user experience and improve conversion rates.

Key Differences Between Email Click and Website Visit Identification

Click Identification:

• Requires action on the part of the shopper.
• They must exist within the business’s known database.

Visit Identification:

• Requires NO action on the part of the shopper other than the website visit.
• They do NOT need to be a part of the business’s known database

Both identity resolution methods complement each other and play a vital role in modern marketing strategies. Email clicks allow businesses to connect online identity with “known” users, while anonymous website visit identification provides access to a broader set of users who are still unknown to the business. By identifying these visitors, businesses can engage a larger group of shoppers who are aware of the brand but have not yet become customers. These potential customers can also be incorporated into audience modeling and persona creation, enriching the business’s understanding of its market.

By leveraging both methods, businesses can create a more comprehensive view of their audience to drive more effective marketing strategies and ultimately enhance customer relationships. As the digital landscape continues to evolve, mastering these techniques will be essential for any organization looking to thrive in a competitive market.

Supercharge your identity resolution efforts with Ignite by Launch Labs, an identity resolution tool that turns anonymous website visits into known customer profiles. Book your free demo today.