Capture visits to pages hosting downloadable resources such as whitepapers, product guides, or event brochures, and record them in WebInsight datasets. Then segment the contacts who visited these pages but didn’t reach the download confirmation or thank‑you page and enrol them into automation programs that send targeted, timely reminders.
This use case builds on the abandoned cart email program. See Re‑engage site visitors based on browsing activity to learn more.
Use case
Imagine Martin, a senior manager, visits your site to explore your industry trends whitepaper. He reads the summary, views the form, but leaves before submitting his details.
Dotdigital Tag adds Martin to your Visited download page - no download segment.
Your program sends an automated email highlighting key findings and a related market analysis.
Martin returns, downloads the resource, and becomes a qualified lead for sales.
Other practical variations:
Product guide – remind B2B clients about spec details after abandoning the download.
Conference agenda – invite back those who skipped agenda downloads and tease keynote content.
Subscriber e‑book – offer an exclusive first chapter to re‑engage those who left before download.
Before you start
You need:
Dotdigital Tag installed and active on your site.
See Add the Dotdigital Tag to learn more.
WebInsight data available in your Dotdigital account. It is is automatically populated when tracking is active, but you must enable this in Tag settings.
Learn more in Web behavior tracking with Dotdigital Tag.
To create a segment for contacts who visited a form page but didn’t submit, and exclude contacts who have already converted through the same form or via another channel.
Familiarity with creating segments, email campaigns, and programs.
Step‑by‑step guide to automating follow‑ups for abandoned downloads
Step 1: Create the program
In Dotdigital, go to Automation > Programs and select NEW PROGRAM.
Name your program, for example, Visited whitepaper page - no download, and choose a folder.
Learn more in Create a program.
Step 2: Set enrolment rules
Select the Start node, then select SET SCHEDULE and choose frequency.
Under Enrolment rule, select SET RULE and choose a Segment.
Choose your Visited whitepaper page - no download segment.
This segment should include visitors to any relevant resource download URLs, and exclude those who completed the download (visited thank‑you page or fired conversion event).
Under Enrolment limits, select Enrol contacts only the first time they meet the start criteria.
Step 3: Add a campaign node
Drag a Campaign node to the canvas.
Select or create a campaign with content such as:
Reminder to complete the download
Key benefits or highlights from the resource
Links to related or complementary content
Optional incentive (bonus content, early access) — ensure compliance with your marketing rules
If your download is spread over multiple URLs, for example, gated form page + confirmation page, make sure your segment includes all relevant visited and not visited rules.
Step 4: Add an exit node and activate
Add the Exit node.
Select SAVE.
Select TEST to preview journeys and verify that enrolment and dynamic content work correctly.
Select ACTIVATE.
Your program will now send personalised campaigns automatically to contacts matching the segment.
Summary
By combining Dotdigital Tag tracking, WebInsight segmentation, and automation programs, you can:
Recover missed opportunities from contacts who abandon downloads.
Increase engagement with valuable whitepapers, guides, and resources.
Deliver timely, relevant follow‑ups that encourage completion.
Strengthen your brand’s position as a trusted source of information.
Measure and optimise:
Monitor campaign open rates, click‑through rates, and actual download completions. Refine your segments, adjust send timing, and improve content messaging based on results to continually boost conversion rates for your downloadable resources.