What Do Your Recipients Do With Your Email Message?
As an New Zealand business email marketer, knowing what your clients get up to once they receive your email is integral to the success of your campaigns.
If you don’t know what they do online, how can you know what they want from you and how can you target your content to their needs.
Web Analytics Tell You What To Do Next
Web analytics will provide you with everything you need to know. You can find out what stories/web pages were the most popular, how long the reader spent reading them, what they clicked on next, whether they started shopping and then stopped, and much more.
While a lot of email marketers collect these statistics, many don’t know what to do with them once they have them.
Here’s some great examples of the data you can capture using web analytics and some tips on how to use them to your advantage to have a successful campaign:
- Most popular pages/stories: It’s logical really. If you know what your client is interested in, ensure you cover that topic or something similar in your next marketing campaign or email.
- How long your clients spend on the page/story: If your client spends a long time on a certain story, they’re obviously interested in what they are reading.
- Do clients start shopping then leave their shopping trolley in the aisle? Maybe they were finding it difficult to navigate? Or decided to come back another day? Make it easy to make a purchase and think about offering a closing date for purchases to prompt them to buy now or miss out!
Don’t just use this data as a one-off. Use it to map your campaigns performances over time. Compare trends over a number of campaigns, work out what works and what doesn’t and go from there.
How To Measure Your ROI
Track visitors to your website to find out if you are getting a return on your investment: Watch their movements, follow their clicks right through to the end of their visit. Were you aiming for them to purchase something? Complete a survey? Provide feedback? Did they? This information will help you to better measure the return on investment of your campaign.
Looks DO count: You may be surprised at what your readers click on and where they go on your email or web page. If it looks good and it’s in the right place, they’re more likely to click on it. When reviewing your stats, don’t just think about the topic, also think about where on the page the link was situated and what it looked like. You might be surprised to find that a link at the bottom of your email or web page is more popular that you thought it would be.
Follow up your visitors: If one of your visitors/clients likes to purchase a certain product regularly, why not offer them a discount for bulk purchases? Keeping on top of these types of easy follow-ups can often lead to even more purchases.
So, as you can see analytics are a powerful tool for informing you about your email and website content so you can boost your sales. Use it or lose it!
Contact Us for information on how to automate the Follow Up with smart unique messages.