As a follow-up to my July blog post, I’m compelled to elaborate on the topic of segmenting your mailing list and sending content that is relevant to the needs and interests of your readers by discussing the importance of integrating Web analytics into your email campaigns.

So we all know that, at a very basic level, email campaigns contain some standard metrics such as open rates, bounces and click-throughs. By further integrating your email marketing strategy with a Web analytics tool, it will help you analyze the click flow that was driven by your email campaign. In other words, after you sent your email at 9am on Tuesday morning, did your subscribers do what you wanted them to? Did they make a purchase from your site? Navigate to your product launch page? If so, then you’ve had a successful email campaign, but how can you measure that success if you’re only able to view the opens and bounces of your email?

It’s time to take your email to the next level - Lyris HQ’s email marketing and Web analytics tools are seamlessly integrated to help you improve sales conversions by giving you insight into which email offers drive the most traffic to your site and result in sales.

To further optimize your strategy you can create segments based on the origin of your visitors: email campaign, banner ad, search engine referral, etc. Using a Web analytics tool that integrates with your email marketing campaigns will help you gain more control over the effectiveness and cost-efficiency of each campaign. Not only can you send specifically targeted, relevant messages to recipients who want to hear from you, but you can also monitor which campaigns are most effective, generating the highest response and which ones are falling short. Then you can concentrate your efforts on fine-tuning those campaigns that perform the best, and fixing or discontinuing those that aren’t doing so well.

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About The Author

Christine Cheas is a strategic account manager at Lyris and consults with clients on integrated marketing campaigns.

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