Website-Triggered Email Workflows with Google Tag Manager

A website-triggered email workflow reacts when a recognized contact visits a page or takes an action on your site. SendOps’ Google Tag Manager integration records website activity for previously identified contacts, so a return visit can start a relevant follow-up without a fresh sign-in.

By SendOps · Updated October 4, 2026

Journey at a glance

Who it helps: Previously identified contacts who revisit the website without converting.
What starts it: A repeat pricing-page visit recorded through Google Tag Manager, with a conversion check.
The sequence: Helpful email → wait → check conversion → relevant follow-up.
When it stops: Conversion or the end of the sequence; control re-entry to avoid repeating on every visit.
What to measure: Conversion after a recognized return visit and which follow-ups lead to useful actions.
Beyond email: Notify your CRM of renewed interest or ask your app to send a relevant, permissioned push.

Journey explorer

Select any step

Same page. Different intent.

A recognized contact returns to pricing. Offer a conversation to a growing team and a practical guide to someone exploring on their own.

Intent-based routing · CRM handoff · Paths rejoin

Exit on conversion or a booked demoChecked throughout the journey.

In high-intent

Outside the segment

Paths rejoin

Google Tag Manager recognizes an already identified contact. Your app supplies team size and conversion data; unknown visitors do not enter.

Send the plan guide

A personalized template sent through your Amazon SES. Marketing topic preferences and your email frequency cap are checked before sending.

Inbox

A little help with your next step?

Marcus10:24 AM

marcus@yourcompany.com

to Maya

Hi, Maya. Still finding the right fit? Here’s a short guide to choosing the plan that suits your work, with real examples of what you can build.

Find your fit

Connect the visit to the person you already know

Website Identity connects browser activity to an existing SendOps contact. Your backend obtains the contact’s visitor identifier and sets the first-party cookie; the snippet, installed directly or with Google Tag Manager, reads it when the person returns.

This is recognition without a fresh sign-in. It does not mean SendOps discovers the email address of an entirely unknown visitor. Your website and product integration provide the identity and activity that the workflow uses.

A second pricing-page visit without conversion

Record a custom pricing-view activity when an identified contact visits the pricing page. Use repeat visits and the contact’s current conversion state to define enrollment. The second visit signals renewed interest; the conversion check prevents irrelevant follow-ups.

The first message can offer a short guide to choosing a plan or a way to ask a question. Give the person time, check conversion again, then follow up only if useful. A goal exit stops the sequence when they become a customer.

A return after abandoning a cart

Combine the recognized visit with cart and order activity from your store. A website visit alone does not prove that a cart is still abandoned: your ecommerce integration needs to provide the current cart and purchase state.

Enroll only when the cart remains open and the contact is eligible for the message. Send a relevant reminder with a valid recovery link. Check for a completed purchase before any later reminder, and stop the journey once the order is placed.

Follow up through your SMS or push service

An abandoned-cart journey can start with email, wait for an order, then call your SMS service if the customer has not purchased. Your receiver checks SMS consent, chooses the message, and sends it through your provider. A webhook step can also ask your app to deliver a push notification.

Use a failed branch to send an email when the webhook cannot complete its action. Send purchase or push-open activity back to SendOps to keep the next branch grounded in what the customer actually did.

Bring the signals into one workflow

Connect your AWS account and prepare SES delivery. Configure Website Identity, install the snippet through Google Tag Manager, and verify that activity appears on the intended contact’s timeline. For repeat visits to a specific page, instrument the custom page activity you need.

Add your workflow entry condition, messages, waits, and conversion exit. Choose re-entry behavior deliberately. A contact should not receive the same follow-up every time they reload a page or return to the site.

Check the real customer experience

Test a recognized contact returning without signing in, a converted contact, an unknown browser, and a cart whose purchase completes while the workflow waits. Verify that only the intended people enroll.

Use a fixed cohort for a shadow rehearsal, then inspect the timeline and recorded sends. Review frequency caps, consent, and the wider enrollment scope before you activate live sending.

Common questions

Does the visitor need to sign in again?

No. A previously identified contact can be recognized through the first-party visitor cookie when returning without a fresh sign-in.

Does SendOps track entirely anonymous visitors?

No. Website Identity works with previously identified contacts. The snippet does not create anonymous identities or send activity for a browser without a recognized visitor cookie.

Does Google Tag Manager know that a cart is abandoned?

The visit signal and the cart state are separate. Connect cart and purchase activity from your store so the workflow can check whether recovery is still relevant.

Keep building

Product references: workflow documentation and shadow mode. The example timing and message ideas are editorial starting points to adapt to your product.