Using Google Analytics to Increase Reporting Capabilities of Email Marketing Campaigns and Boost Relevancy and Response
By Megan Ouellet, Director of Marketing for Listrak
May 2, 2007
Today, many email service providers are integrating web analytics with the reporting functions of their web-based email marketing solutions. This greatly enhances the products’ reporting capabilities and it gives you incredibly useful and pertinent information that you can use to increase the relevancy of future email campaigns and, therefore, increase subscriber response. In fact, a study by JupiterResearch found that email marketers that use web analytics clickstream data to generate targeted email campaigns produce average open rates of 33 percent, click-through rates of 14 percent, and conversion rates of 3.9 percent, compared to mass email campaigns that produce rates of 20 percent, 9.5 percent, and 1.1 percent respectively.
Integrating web analytics with email marketing will help you gain a better understanding of your subscribers’ online habits, which will allow you to better predict future responses. However, it can be overwhelming at first since it delivers vast amounts of subscriber data. Email marketers are used to tracking open, read, and click-through rates, but web analytics offers much, much more.
Listrak, an award winning email marketing service provider, has put together the following tips to help marketers that are new to web analytics. This white paper discusses the Google Analytics tool and it will give marketers an overview and basic understanding of how web analytics can be used to gain an insight on subscriber behavior, how it can be used to create targeted email marketing campaigns, and how marketers can use the information to remarket to subscribers. This will help marketers create email messages that are relevant, timely, and important to their subscribers, which, in turn, will drive response rates and sales.