Archive for the ‘Email Marketing Strategy’ Category

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Integrating with Google Analytics – The Manual Way

February 1st, 2010

We have discussed the importance of analyzing email metrics in order to make meaningful improvements to your program. Every email platform will give you insights on email-side performance (opens/clicks etc) but it is also key to track your email efforts in your analytics platform. This allows you to have much more drilled-down data on subscribers that click through to your site.

For this post, we’ll focus on Google Analytics. Some email platforms will have turn-key integration which makes things effortless on your end as every URL in every email will automatically be appended with tracking parameters specific to your account and send.

However, many email service providers don’t provide integration with Google Analytics, but you can still get the same tracking with a few extra steps:

1. Visit the Google URL Builder

2. Enter in information that is specific to your email program and campaigns (this can be fairly top-level or get drilled down).

3. Generate the URL and copy the appending variables. Example: ?utm_source=ESP1&utm_medium=Email&utm_term=TextLinkA&utm_content=Newsletter&utm_campaign=Feb15thNewsletter

4. Add your tracking code to the end of all links in your email (starting with the ?utm_source=…)

To make it simple, you can create 1 tracking URL to use on every link in a given email send. For a more detailed approach, you can create a different tracking URL for EACH link you have. While this may take some extra time, it can give you some helpful insights on your email efforts.

The much easier solution, however, is to use an ESP (email service provider) that supports integration with Google Analytics. In future posts we will be discussing various ESPs and suggestions for what to look for.

Cheers,

Forest

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Posted in Email Marketing Strategy, Metrics

Personalization + Dynamic Content = Efficiency

October 8th, 2009

Note that the content of this post is working its way into a new case study, but here is an overview.

A client I work with manages hundreds of sites that collectively have thousands of service provider listings. Each service provider has a profile and we needed an efficient way to have them update their information, and notify them of their regional representative contact.

For this, we created a clean text-driven email with a bunch of personalization and some dynamic content. This allowed us to reach thousands of providers with the same email, and create an efficient system for getting updated information.

Below is a raw screen grab with filler content.

NOC Example Email 1

In the above example, there are several points of personalization and dynamic content:

1. First Name: Simple and easy

2. Organization Name: We of course want to personalize this with the name of their organization

3. Update Date: As a reminder, we included the date that they last updated their profile

4. Profile Link: This takes them to their specific profile

5. Info on Record: We have the Address, Phone and Email that is currently listed on their profile, plus a link to view the profile again to see the rest of the info

6. Edit Profile Link: To make changes, we have a link implemented that takes them directly to a page where they can submit updated information

7. Dynamic Content: We have a section for CSA contact information (their local representative) that we have dynamic rules set up for based on what product they fall under and their county. E.g. IF product=xyz and county=Los Angeles THEN CSA Contact = Jim Smith – jim@email.com

Below is the same screen grab with highlighted personalization elements.

NOC Example Email 2

A very simple email here creating a 1-to-1 communication and an efficient system. This email didn’t need flashy design, or excess copy — just personalized content and some top-level organization to make the process seamless. While the nature of this particular email is very specific, the concepts can apply to a broad range of initiatives. It’s very important to create a personalized experience with our subscribers, and with available technology email marketers should look at how they can better leverage their efforts.

Cheers,

Forest

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Posted in Analysis of Live Emails, B2B, Dynamic Content, Email Marketing Strategy, Personalization

Do You Know Your Domain Breakdown?

August 6th, 2009

We talk a lot about knowing our customers; developing targeted content; and implementing a rifle or blow dart approach with our email communications. These items and more are all key for an optimal program.

One area often overlooked is having a breakdown of your subscriber’s email domains. Knowing this information can be quite helpful when developing your creative. If you find a large portion on one domain, it may justify segmenting them and developing a separate creative optimized specifically for that domain.

Some email platforms will give you a quick graphic breakdown. If not, you can always do a sort in Excel and manually determine your ratios.

Below are breakdowns from 3 different clients I work with

Email Address by Domain 1

Email Addresses by Domain 2

Email Addresses by Domain 3

Here we see some differing stats. In the 1st and 3rd example, Yahoo represents 5.6% at max, while the 2nd client has over 25% of subscribers with Yahoo addresses. We can also see that in the 3rd example at least 22% is represented by education or government addresses.

Looking at these three, I was surprised at the low amount of gmail addresses. We see 9.3% in the 2nd example, but none in the 1st and 3rd!

Takeaways

1. Every list will be different and it’s helpful to know how YOUR list breaks down

2. Knowing this breakdown will aid in testing your email creative on different domains. You should be testing on more than your breakdown, but this can provide priority.

3. If you find a large portion on one domain (25%+), it may justify putting resources into segmenting those users and providing creative optimized specifically for that domain. If you’re list is very small, this will be overkill.

4. Also consider segmenting by domain and testing deliverability. (Note – some email platforms will do this automatically).

Cheers,

Forest

Questions or inputs? Feel free to leave a comment or shoot me an email.

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Posted in B2B, B2C, Design, Email Marketing Strategy, Metrics, Segmentation