Email Marketing Metrics & Improving Performance
Personalisation Creating a personalised email for each recipient can boost open rates, click-through and deliverability. Your email software should make it easy to pull in customer data from your list to give each email the distinctive touch. Optimise for Mobile With the rise of Smartphones, the majority (51%) of email is now opened on a […]
Types of email marketing campaigns
There are three main types of eCommerce emails: transactional, promotional and lifecycle emails. Transactional emails. These are functional emails that send order information to individual customers as part of the purchasing process. Emails include order confirmation and reviews emails. Promotional emails. Promotional emails advertise a specific deal or promotion. This can be across the whole […]
Building an email marketing list
Customer Opt-in You need permission to add emails to your list, not just from a marketing standpoint but also legally. Receiving unsolicited marketing emails (i.e., spam) is annoying for customers and, in many places, is against the law. To give consent to be contacted, subscribers need to ‘opt-in’ to receive marketing messages from you. Permission […]
Choosing email marketing software
Unless you have a tiny email list, sending an email marketing campaign requires specialist email marketing software. You will also need a strategy for building your list in a way that does not alienate your customers and or falls foul of the law. Choosing Email Marketing Software Email marketing software is a dedicated software tool […]
Why email marketing is important
Online, switching suppliers is only a Google search away. If you are not doing anything to encourage repeat business, then your customers will go elsewhere. Your return customer rate can be the difference between a failing and a thriving business, and recruiting new customers is expensive. Staying in touch with past customers via email is […]
Web Analytics: Funnels, Filtering and Segmenting Data
To reach a conversion goal on a website, say completing checkout or registration, a user must pass through several intermediary pages. A funnel is a graphical way of displaying the dropout rates over the series of pages through which the user must navigate to reach the goal. The purpose of funnels is to see how […]
Google Analytics
Google Analytics is Google’s free web analytics package and has become the industry standard. It is hugely powerful, supplying website owners will a vast array of metrics about their website. Google Analytics does not just collect data from your site. It generates reports to display that data intelligently. These reports are what you can use […]
Google Optimise, A/B testing and Multi-variate testing
Once you have your website analytics package installed, you can start to understand its performance and look for ways to improve it. A web page consists of several disparate elements, all of which work together to influence your users in ways that are not always intuitive. As a result, the only way to truly test […]
Basic Web Metrics & KPIs (Key Performance Indicators)
Basic Web Metrics These basic web performance metrics make up the basic building blocks of understanding what users are doing on your website and can be combined to create more advanced metrics (see below). Sessions A session is a period of user activity on a website. For example, a user may come to your site, […]
Benefits of Web Analytics
Web analytics is the measurement of visitors’ behaviour on a website, giving website owners vital information on who is visiting a website and what they are doing. If appropriately managed, this information can inform marketing activities and website design, leading to increased traffic and higher sales. Many businesses, however, do not measure the performance of […]