Filed under: A/B Testing, Analytics, Data, Email Marketing | Tags: Behavioural Data, Email Marketing
As web analytics gains momentum, the question remains, “How do we make it actionable?” An ongoing challenge of the email marketer is translating valuable web data to create more relevant campaigns. Having the ability to take your email marketing/web analytics integration beyond traffic analysis, to gather specific data in real-time on your prospects and customers builds true relationship email marketing.
So where do you start? A highly successful strategy is to use web analytics for gauging the effectiveness of your email marketing initiatives and determining optimisation tactics to improve your overall campaign performance.
Gain Insight Into Customer Behavior
• Audience segment identification: Segment traffic from your e-mail campaigns as well as your website, not just on the initial visit but for every visit. Collecting this data allows you to know the value of each customer as well as their interests. You can then create campaigns specific to those segments
• Conversion Analysis: In depth view of your conversions by campaign as well as identification of abandonment
• Path analysis: Compare your emails path analysis and traffic data to that of your general website audience. Determine whether your email visitors trend more pages visited or revenue generated per order to those of your general traffic
• Behavior tracking and metrics: Measure all behavior associated with an individual or group to determine their reaction to campaigns or behavior once they are on your site.
Behavior to trend can include purchase, registration, or acquisition data
• Closed-loop measurement of your email marketing initiatives: Analyse the effectiveness of your marketing initiatives and their impact on your website traffic
Make Data Actionable
• Consider segmenting your opt-in audience to create campaigns based on their current
visitor history and create dynamic content based on the products viewed or pages visited
• Analyse your form abandonment to determine where you are missing opportunities to
increase your conversion rate. Is there a specific field that is causing the majority of your
abandonment? If so, is this a field that could easily be removed to grab additional low
• Are there popular paths that you haven’t incorporated into your email marketing
campaigns? Do many of your visitors travel from one specific path and yet you don’t
include those links in your campaigns?
• Review how your offline and online channels work together.
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