How web analytics boost e-mail effectiveness
Web analytics can serve up a goldmine of information on what consumers want by tracking their behavior as they enter a retail site and travel through it. While online merchants are levering analytic data for site improvements and guidance on merchandising and search marketing, relatively few have harnessed web site clickstream analytic data to e-mail marketing efforts. That represents untapped opportunity, according to new findings from Jupiter Research.
Strapped by issues such as an overload of analytic data, the difficulties of integration and internal competition for resources, only 15% of e-mail marketers now use web site clickstream data in determining audience segmentation, according to Jupiter’s report, “The Connected Click-Through: Tactics to improve the adoption and effectiveness of e-mail marketing and web analytics.” However, the research firm is forecasting that adoption of such data as an attribute in e-mail segmentation will increase to 21% of marketers, or more, within the next year.
“Adoption is being driven by the need for marketers to improve the effectiveness of their mailings and increase relevance, as well as by the rise of useable solutions in the marketplace from both web analytics vendors and e-mail service providers,” says David Daniels, research director at JupiterResearch.
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