Integrate Web Analytics
Until recently, integrating web analytics with email marketing was easier said than done. However, according to a recent study by JupiterResearch, 41 percent of email marketers say they are planning to begin using web site behavioral clickstream data as an email targeting tactic. Web analytics is the next step for email marketers. Not only can you find out how many visitors viewed your site through your different marketing channels, you can also find out detailed information about each visitor. For example, websites can find out which customers abandoned items in their shopping carts or stopped a transaction, such as registration or survey completion. Later, the site can re-engage those customers by sending targeted emails offering the items at a discount, or simply sending a reminder to complete the transaction.
Web analytics will also help you gather the information you need on your customers’ patterns and habits. You can use web analytics to find out what pages of your site visitors are viewing, where the visitors came from, how long they stayed, and how often they come back. This information can then be used to create targeted email campaigns that are even more relevant to your subscribers.
Email marketing is just one of many web-based tools that marketers are using to drive traffic to their websites. However, when it’s used correctly, the results are truly amazing.
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