(Tactics) Using web analytics with email marketing
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One of the hot trends in email marketing is using data from your website to trigger emails or contribute to segmentation efforts. "So you spent a lot of time with our How to re-tile the bathroom web pages. Maybe we should send you an email with a special offer on bathroom tiles?"
Everyone agrees this is a good idea with proven bottom line benefits. But actually doing it isn't so easy. Key questions are how do you integrate email and website analytics, and how do you use the information you get from the website?
Elaine O'Gorman doesn't answer the first question, but she does offer various ideas on how to use information from website analytics to improve email marketing results.
Even if you can't automate the integration of web stats and email, you can still learn about the needs of your readers from evaluating online behavior.
Everyone agrees this is a good idea with proven bottom line benefits. But actually doing it isn't so easy. Key questions are how do you integrate email and website analytics, and how do you use the information you get from the website?
Elaine O'Gorman doesn't answer the first question, but she does offer various ideas on how to use information from website analytics to improve email marketing results.
Even if you can't automate the integration of web stats and email, you can still learn about the needs of your readers from evaluating online behavior.
Permalink | March 06, 2006 |
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