Email Marketing Feature: Site/User/Event Tracking
This is an advanced automation and personalization feature provided by some Email Service Providers (ESPs).
The technology can track user actions on a website such as pages browsed, links clicked as well as events such as video plays, file downloads etc.
The tracked activity can be made actionable in a variety of ways:
Conditional content: Sending product recommendation emails with product pages visited
Triggering automated campaigns: Segmenting users based on specific activity and sending targeted campaigns.