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Smart marketers rely on self-reported, past purchase and behavioral data to better understand their customers. Smarter marketers use all of the data to create educated guesses (or inferences) about why customers behaved the way that they did.
Email marketers, when did you last spend some good quality time with your Web analytics data? If your answer isn't "just a few minutes ago" or "yesterday", you're missing out. If you're serious about improving your email marketing results, there's a goldmine of information waiting for you in your Web analytics program - and it's called behavioral data. Introducing these two words into your email marketing planning and implementation will help you more effectively target (and convert!) email subscribers. Here's what you need to know.
When I talk with email marketers, there are two questions that I love to ask: 
Email marketers have long known that an effective segmentation strategy is a critical component of overall email campaign performance. It’s no longer a matter of whether to segment your email list, but rather how to create the highest quality segments. While you can always create segments based on self-reported data, it’s far more effective to study how your email subscribers actually behave.
When you create an email marketing campaign you spend a lot of time on the logistics such as determining what the email’s goal is and which contacts should receive it, not to mention the hours spent developing the right creative, content and subject line. Then you watch your delivery reports to see if the recipients reach the goal of the email, which could simply be to open it or to click through to your website.
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