marcloudconsulting.com 23 4 Use custom redirects We always want to build the most accurate prospect profiles we can, right? And using custom redirects on clicks and banners will help us do this. With a more complete prospect profile, our Sales team can use this information to build a better rapport with the prospect, or see areas in their scoring and grading that need more information. It’s a great idea to use custom redirects within emails to ask prospects questions that they can answer in one click but which will give you another data point to use in your segmentation or content tailoring. We also recommend using custom redirects on any website or third party links to attribute ROI from email conversions. 5 Use Scoring Categories The benefit of using scoring categories means you can analyse the effectiveness of prospect engagements with your email campaigns, allowing you to build better prospect profiles. This can then help you funnel prospects and leads along the sales journey faster. Make sure to take the time to assign scoring categories - it will be worth it! 6 Include a 2-click unsubscribe Making your unsubscribe link a 2-click process stops SPAM filters automatically opting people out.