This is the summary of an article by Mely Salv. It talks about the various steps concerned in creating an opt-in list for email marketing, and the two kinds of e-mail analytics. Here’s the link to the original behavioral targeting article: E-mail marketing Analytics.
These days, marketing takes place in all sorts of platform: print, broadcast, and online. Recently, marketing has also been taking place through e-mail. In this case, the first step is basically concerned with the creation and growth of an opt-in list. The second step then focuses on how to keep subscribers happy and retain their active membership on the database. Subsequently, the third step concentrates on marketing through e-mail analytics, as this can help in effectively engaging and retaining subscribers. This article talks mainly about the third step.
Two Kinds of Analytics
In order to be successful in the use of e-mail analytics in marketing, one must be informed and updated about the behavioral patterns of various customers. Knowing about their interests and their actual intentions for purchasing is very important. Notably, one must also engage in the selling of two kinds of analytics: marketing analytics and customer analytics. Both are very crucial elements in e-mail marketing, and through them one can help increase Web site traffic and generate excitement about a particular product or brand.
When it comes to marketing analytics, one must first ensure that their promotional campaign is an interactive one and that it is possible to constantly monitor sales performance. In turn, analytics can ultimately help in supporting the main goal: accurate measurement and monitoring of marketing programs. These are indicators of a health and successful campaign.
Indeed, using the right metrics can truly help in the implementation of a marketing program. For example, finding out what kind of conversion is more effective – such as opting-in or registering for an event – is important. Likewise, gathering different kinds of data is also essential. This includes the tracking of clicks on banners and print ads, search engine optimization, and blog posts, as well as looking into the geographic location and other relevant information. Data such as these can be collected, and eventually analyzed, for the purposes of making promotional materials more personal, and therefore more effective.
With regard to customer analytics, this enables one to determine the online behavior of customers in relation to a service or product. Through this, their purchasing patterns and other possible future actions can be predicted. Furthermore, customer analytics can help in matching the right segment with the right customer. Aside from being able to predict their response to a product, one can also customize the e-mail that can be sent to different kinds of customers.
In sum, e-mail analytics is a huge step toward the optimization and success of a marketing campaign. By utilizing metrics in measuring, monitoring, and constantly improving marketing strategies, analytics can help gain and retain more loyal customers at present and in the future.