Analysing Your Email Marketing

Would you like to know who responded to your email marketing?

This may not be a particularly new issue but it is becoming increasingly relevant. With "11.5% of companies are now diverting more than 15% of their budget to internet marketing alone" (Source, e-consultancy) there is the increasing need to be able to attribute sales to online marketing efforts.

There are many types of online marketing activities that can enhance your company's sales, however one of the cheapest forms is e-mail marketing. The question is what happens once your marketing e-mail goes out to your prospective customers.

A recent survey from Jupiter highlighted the following facts:

• E-mail that is based on analysing website click-stream data offers a three to nine times revenue improvement over broadcast e-mail campaigns.
• Only 15% of marketers use click-stream data as an audience segmentation attribute, but that is growing.
• Over 40% of marketers tag outgoing e-mails with web analytics identifiers.
• Only 15% of marketers state they have dedicated staff for web analytics; 9% have more than one staff member; 15% have no staff and over 50% state this is a part-time role for one or more members of staff.

These figures show that web analytics is most often a neglected area of business with over half of marketers seeing it as a part-time role. This may be because of a lack of understanding of the data you can get from analysing such activities as e-mail marketing or not knowing how you can use this information to increase your overall conversion rate.

SCL Analytics cost effective solutions can help make the collection and dissemination of this information simple. If you would like to know more about how SCL Analytics web analytics can help you in your email marketing efforts then give us a call on 01293 403636 or email us at info@scl.com

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