How to begin incorporating Web analytics into your e-mail campaigns?

Elaine O’Gorman suggests you take it one simple step at a time. Consider approaching your e-mail/Web analytics integration by reviewing “The Five Ws” (Who, What, When, Where and Why) to gain a more complete understanding of customer behavior.

Using Web analytics data to answer these questions about your e-mail customers can help you better understand their needs and more effectively market to them.

1. Who hasn’t completed a transaction?
2. What pages do they visit?
3. When do they visit?
4. Where are they coming from?
5. Why do they do what they do?

Read the full article here.