Adestra

The age of load and blast is officially over, and reporting on open rates and click throughs just aren’t enough. So, how can you use what is available to you to find out more about the people who have taken action on your email?

1. Who has converted? Whether a conversion for you is a purchase, subscribing to a free trial or downloading a PDF, analysing your conversions is important. With Adestra’s conversion tracking (see case study), not only can you see the “conversions”, you will also see who has abandoned the conversion process allowing you to follow up these warm prospects. If you are finding lots of people are abandoning the process, it may be time to refresh the process or the page that people are getting stuck at.
2. Where are they going after your email? Using your web analytics package, you can track and see where people have gone after your email. Compare the number of pages visited and the average order value of your email recipients versus other site visitors. Also see if email-driven visitors are steering clear of certain navigational paths popular with other visitors; perhaps you should then incorporate those pages into a future email. Using Adestra’s web analytics integration, you can do this quickly and easily.

To find out more about conversion tracking and web analytics integration and how we can help you to get more out of your email marketing, please email strategy@adestra.com

Reena Mistry, Group Account Director

This entry was posted on Tuesday, July 14th, 2009 at 9:28 am and is filed under ROI, Relevance, Technology. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.