ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
OfficeMax – not a client – sent March 1 for March 16 birthday – a birthday month approach
Dairy Crest Introduction Customers that have not recently placed an order, milk&more offer an incentivise place another order.
7 email marketing ideas tactics uk
7 Ideas to ImplementWhenYouGet Back to the OfficeLoren McDonald@LorenMcDonald
Mouseoverdropsdownform field Moved opt-in from the bottom of the home page to the top Gave a first order incentive Saw an increase in campaign revenue by 189%
Moving opt-in from below the fold to above516% lift -Top of home page/Every page348% lift –Top of home page/Every page100% lift –Top of home page from bottom50% lift -Top of home page from bottomSample Results
Typical Reactivation Rate: 1%-2%High Performers: 5-8%5% X 40% = 2% of your DB
Don’tWait: Create “Early” Inactives ProgramNew subscribers who don’t open/click first XXmessages / X weeksMove these early inactives into “activation” trackSend survey, different offers; best of, differentsubject lines, testimonials, etc.
Dairy Crest – Lapsed Banner using DCAverage openrates of 43% withapproximately20% re-activatingand takingadvantage of theincentive offer