Subscriber or Customer IDs in Email Remarketing

Email service providers need a subscriber or customer ID to match a customer to an event and send a message for remarketing.

The subscriber ID is stored in two places:

  • On the first hit in parameters after an email link is clicked (enables unique identification of each email sent out)
  • In the browser cookie (enables tracking of conversion events and associating them with the original campaign touchpoints)

Webtrends can access the ID through the email link parameters, but this is unhelpful to use cases that involve activity subsequent to clicking the email link. However, because email service providers also use the subscriber ID to generate statistics on landing page clicks and conversions, for all customers remarketing or tracking conversions, the cookie values will be exposed.