Filed under: Datarati, Datarati.TV, Email Marketing, Marketing Automation | Tags: Email Marketing, Marketo
The webinar covers three main points:
- How do business marketers use email today?
First, Shar and Jon provide a foundational context for the discussion of best practices. What do today’s email marketers need to accomplish? Where are they now and where do they want to be?
- What are some common pitfalls for B2B email marketers?
Here our panelists discuss where many well-intentioned email marketers go wrong. Examples are provided for a few different mistakes that are easy to make, yet deadly to email marketing programs.
- How can B2B marketers improve email program performance?
This is what we came for. Shar and Jon outline how weaknesses in email marketing can be fixed and provide best practices for going forward with successful email marketing campaigns.
In the 21st century, no B2B marketing campaign is complete without a strong email marketing component. Learn how your company can achieve maximium marketing ROI thorough targeted email marketing – check out The Email Marketing Check-Up today!
Filed under: #mktgcloud, Datarati, Marketing Cloud, Visualisation | Tags: Email Marketing
Filed under: #mktgcloud, Actionable Insights, Behavioural Targeting, Datarati, Email Marketing, Marketing Cloud | Tags: eCommerce, Email Marketing, Re-marketing
According to a study by Experian CheetahMail, abandoned cart mails produce 20 times the transaction rates and revenue of standard email campaigns.
Others also report success with the tactic. For example…
- Diapers.com said that abandonment emails generated over 10% of total email marketing revenue, but accounted for less than 3% of their outgoing email volume.
- S&S Worldwide revealed “…a 25% conversion rate on personalized transactional messages focused on items left in carts.”
- And SeeWhy’s Charles Nicholls is quoted as saying that Disney produces “…$2 for every remarketing email they send.”
This post highlights the main issues surrounding this special kind of remarketing email. It also links to reports and articles that will help you find further insight and examples of such campaigns.
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 firstname.lastname@example.org
Filed under: Data, Datarati, Email Marketing | Tags: Email Data, Email Marketing
A great post from Anil Batra’s Web Analytics Consulting blog on what data to consider when targeting customers and prospects with email marketing.
Relevancy is KING!
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.