Geolocation allows us to know the location of our users through the data provided by their device, by means of the IP address. Unlike location, which allows us to know the exact location of a person, geolocation defines a specific real area such as Madrid (Spain), Rio de Janeiro (Brazil) or Brussels (Belgium).
Knowing geolocation is very important in your marketing campaigns and the more they interact with your emails, the more accurate your contact information will be.
If your contact has subscribed to your newsletter using the subscription form available on Easymailing and with the help of their email server, we can get their geolocation which will be updated with the different interactions (opens and clicks).
If you have imported contacts from an imported database, your location and time zone will be used, which, as above, will be updated by the actions your contact takes with your content.
Are geolocation data accurate?
As mentioned above, the more a user interacts with you, the more accurate the information we have about them. But some locations may seem strange to you, perhaps for the following reasons:
- Your contacts use a VPN(Virtual Private Network), i.e. a private network connection. With teleworking, this method of connection has become fashionable, as it offers an extra layer of security to companies. For geolocation purposes this VPN acts as an IP address for all devices connected to it.
- Your contact is bouncing your emails If your customer forwards your email, the IP address of this third party will be associated with your contact, giving a new location.
- Your client's email provider uses a proxy to cache images and the location is provided by the proxy itself. A curious fact is that for some Gmail users, the location that appears is Mountain View, which is where Google's servers are located.
- Your contact's IP address changes frequently.
How often are these data updated?
Calculating your contact's geolocation is a slow process. You may not yet know your contact's location because they need to interact more with your emails.
Segment by Geolocation
Knowing the location of your contacts allows you to schedule your campaigns to be sent at a time that suits them, or even if you notice that your e-commerce sales are dropping from a particular region you can create a specific campaign to increase sales.
Geolocation also allows you to improve the user experience with your brand, offering specific campaigns for each region (for example, taking advantage of regional holidays to offer a special discount)