Few marketers would execute a campaign without thinking about analytics, even in the most basic form. But moving past simple stats such as open and click-through rates to figure out how to get the most out of your e-mail analytics can be tricky. Jeff Pedowitz, director of professional services for marketing demand generation company Eloqua, provided one e-mail secret to help you get ahead—and one lie that could prevent you from achieving your goals.
Secret: Analytics can help you use e-mail for more than just marketing. Loan origination software company Ellie Mae Inc. trains its customers using microsites that feature educational content. The company can tell if a customer fails to complete a module if he or she doesn’t click all the way through the site. When that happens, the company’s analytics program recognizes it and triggers the e-mail program to send out a reminder to get users to go back to the site.
“If you want a better experience, you need to use analytics across all your customer communications,” Pedowitz said. “Customers see you as a sum of all your marketing parts. You always have to be looking out for the one part that might be killing you.”
This also means you shouldn’t rely completely on e-mail marketing because it can’t be completely effective on its own, he said. You need to get your message out in many ways, he said, using channels such as the Web, phone, direct mail and events—and analyze how those messages fare.
Lie: You can judge your campaign’s success by looking at its analytics alone. Sure, you can see how many people click through and how many people convert by looking at analytics, but unless you look at the bigger picture, you really won’t know if your marketing program will be a success in the long run.
“You really need to start thinking about cross-campaign profiling—how prospects behave across your entire campaign,” Pedowitz said. “A person who wasn’t interested in this campaign may have responded better in the past to different content or offers. If I watch how you behave with all my campaigns, I can see how your behavior changes and automatically change my behavior to meet your needs. In the board room, no one is going to care how many page landings or conversions you get. What they care about is your cost per lead and how much revenue you’re seeing.”
Cross-campaign profiling also breaks the common problem of spending money to acquire the same prospect over and over, Pedowitz said.
“You get a lead and for whatever reason the salesperson disqualifies it. Then in a few months that person signs up on the Web site again or comes to a Webinar and they are back into the cycle,” he said. “Cross-campaign analysis shows me you’ve been here before and how you responded in the past so I can try a new tactic.”