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Integrating Web Analytics With Email

In this article Ryan Deutsch shares some tips and ideas to integrate web analytics with your email marketing efforts. Here are some of the takeaways:

The following are just some of the core types of Web analytics data that should be considered and incorporated within an e-mail strategy:

• shopping cart abandonment data — this data can be used to remind customers of items left in their carts, offer specials and suggest alternatives; • purchases — this data can be used to initiate cross-sell promotions; and • Web site visits — this data can be used to tailor promotions or messages based on consumer interest gauged by the number of Web site visits.

For example, a customer who's signed up for online billing but hasn't initiated any transactions, or has started a few applications but hasn't completed the final steps. An e-mail can guide the customer back to the site and provide incentives to move the process forward. This puts the institution in a position to build customer loyalty and lets customers know that they're well-supported.

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