Filed under: Actionable Insights, Behavioural Targeting, Datarati, Email Marketing, Marketing Automation, Multivariate Testing, Optimisation, Retention, Segmentation, Software as a Service, Technology, Web Analytics | Tags: Campaign Master, Campaign Monitor, Cheetah Mail, Chimp Mail, Constant Contact, Dream Mail, Email Marketing, Epsilon, eServices, Exact Target, Marketing Automation, Returnity, Strategy Mix, Traction, Vertical Response, Vision 6
Ok, so as a marketer or digital agency, I’m guessing you have one of the following email marketing tools or use one of the following vendors for you or your clients email marketing campaigns:
- Exact Target
- Strategy Mix
- Chimp Mail
- Cheetah Mail
- Dream Mail
- Vertical Response
- Vision 6
- Campaign Monitor
- Campaign Master
- Constant Contact
Here is your problem: You blast out an email campaign and now you’re ask to measure its success. What you do is prepare an excel spreadsheet with metrics such as opens and clicks.
Then you go to either your Google Analytics, Omniture etc and pull your unique visitors for the day you sent that email out.
You then look at the number of click thrus and look at the increase of uniques on that day and attribute those email clicks to that increase in uniques.
So, what you have here is a fundamental break in the click stream data. You are trying to compare individualised data from your email marketing tool at a customer level with aggregate data from your web analytics tool. This simply does not work. Nor is it best practice.
What should you be doing?
Here is your solution.
You should be tracking each lead, contact, prospect or customer at an individual level. That is, if they open an email, click on any link in that email and come to either a landing page or website, their digital behavioural data i.e. what they do on that landing page or website (links they click, content they download etc) should be captured, scored and dropped into an email nurturing campaign.
Let me give you an example.
Holden sends out an email campaign to a list of their existing customers with the objective of getting each customer to open the email, click through to a landing page, check out the new Holden car model and register for a test drive at their nearest dealership.
So lets say that customer opens the email, clicks through to the landing page and plays around with the widget on the landing page which allows them to build the car of their choice. e.g. colours, interiors, sports edition etc.
However, this customer doesn’t register for a test drive, closes their browser and leaves the page. What do you do now. Well, you have a rich set of behavioural data now on what that consumer likes.
This is where you should have a marketing automation database. This rich behavioural data would be captured and stored against each individual customer record in the database. Then you would have a pre-built series of automated trigger based emails that would re-touch that customer over a certain period of time. e.g. 1 email per week for the next 4 weeks. Each email’s content would be targeted, relevant, anticipated and personalised based on the behavioural data captured in the initial campaign.
For years marketers and agencies have put this in the too hard basic because they had this DATA problem. Email data was seperate from the web analytics data.
Well no longer my fellow marketeers. The solution is a marketing automation database.
We have the world’s fastest growing marketing automation database solution here in Australia & New Zealand.
The smart data-driven marketers and agencies get this and are acheiving some outstanding and superior results. We recently had a customer acheive a 4000% ROI in their first email campaign.
Want to know more? Call me on 0400 828 866 or email me email@example.com