ATLANTA, July 22, 2006 -- While email marketers recognize the value of Web site data in crafting more meaningful messaging, many shy away from the task, believing it requires substantial time and talent. But today's highly competitive inboxes require precision targeting and relevance, making such integration vital to improving customer loyalty, conversions and ROI.
Attendees at ad:tech Chicago's session "Merging Web Analytics with Email Marketing Metrics to Increase Performance" will learn the benefits, strategies and tactics of integrating customer data. Bill Nussey, CEO of Silverpop, will moderate the session. Panelists include Leona Green, email marketing manager for Texas Instruments; David Baker, VP at Agency.com; and John Sheldon, partner with Customer Portfolios.
"A good place to start for companies seeking to send more relevant marketing messages is to optimize the integration between their email marketing and Web analytics platforms," Nussey said. "Linking Web site behvaior with email marketing campaigns can dramatically improve message relevance and results."
In fact, a May, 2005 study by JupiterResearch found targeted emails that leverage Web site clickstream data, on average, generate a nine times improvement in revenue and as much as 32 times more in net profit over undifferentiated broadcast campaigns. Furthermore, marketers who lag behind risk being left behind, as 41 percent of email marketers told the analyst firm that they plan to begin using Web site behavioral clickstream data as an email targeting tactic by May, 2007.
"Utilizing Web analytics data to power email campaigns doesn't have to be complicated," Nussey said. "Begin by laying the groundwork to implement a single email marketing tactic that can improve campaign ROI, and when you've conquered that one, move on to the next opportunity."
For example, elements to consider tackling might include one or more of the following:
- Shopping cart abandonment: After a specified period of time, send a reminder email encouraging your customer to return and complete the process. Inform your customer that the shopping cart will expire, or that items are not guaranteed, and consider including an incentive to purchase the abandoned item(s).
"The abandoned shopping cart concept can be applied beyond e-commerce sites," Nussey said. "Any incomplete process signifying a step in the customer lifecycle -- whether it's signing up for membership, filling out an application or asking to be contacted with more information -- can be urged along with a relevant email message."
- Site usage: You see an email customer has conducted product-specific searches or browsed particular pages of your Web site. A tactic to convert the customer is to follow up with an email message that includes product information and incentives related to the products or categories browsed.
"To avoid giving customers the feeling that ‘big brother' is watching, focus the messaging only on the category of product viewed," Nussey recommended. "So for example, if a customer looked at a specific ceiling fan, you could send a message about the energy-saving properties of ceiling fans."
- Timing of site visits: Renew and refresh relationships with customers who have returned to your site after an extended absence by sending automated email messages welcoming them back. Reward loyal customers who visit your site with regularity with a special email campaign. For example, invite them to participate in promotions or sweepstakes not available to others.
Using Web analytics data in these areas will help marketers better understand customers' needs and more effectively market to them. These and other strategies will be offered during the ad:tech session on Web analytics and email marketing scheduled for 2 to 3 p.m. on Tuesday, July 25.
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services, with offices throughout the United States and in the United Kingdom. For the second year in a row, in 2005 JupiterResearch ranked Silverpop as the email service provider with the highest overall value for emailers with lists of over 150,000 recipients. Jupiter's annual evaluation of email service providers said "Silverpop offers one of the most complete email marketing applications, and together with its very usable interface, makes an excellent value for marketers."
Best practices and white papers are available at www.silverpop.com.