About Matraxis:

John Caiger is Director of Matraxis, a leading supplier of web analytics solutions and long standing WebTrends Premier Reseller and WIN Partner. Matraxis assists a wide range of organisations in improving their web marketing through visitor acquisition, conversion and retention.

Web Analytics Integration: improve return on your email campaigns

When it comes to targeted marketing, getting a complete view of your customer base is often the key to improving results and response rates. Integrating email marketing with web analytics allows you to do just that.

There are quite a few web analytics solutions available in the market place and amongst the most popular is WebTrends. It is used across the UK by hundreds of organisations in all sectors – you may even already have it in place and ready to use.

What is web analytics and why use it?

In a nutshell, web analytics provides more detailed insight into the behaviour of visitors to your website. When tied to email campaigns, you can not only understand click-throughs and conversions but gain a detailed understanding of drop-outs – exactly where they are happening and how often. Put another way, what happened to all those click-throughs that did not convert?

What integrated analytics can tell you

• Where and why do drop-outs occur? Is there a complex or intrusive form to fill in? Is the route to conversion too long and tortuous? Are there any distractions on the way such as banner ads to deflect traffic?
• Which mail piece shows better return? The Matraxis solution allows you to score the value of visitor activity even without conversion. For example out of every 100 click-throughs per creative, how many watched the video, read the targeted content or completed the form. By knowing these behaviour patterns you can target your follow up, as we will be exploring later.
• Is the email creating return visits? Web analytics will provide greater insight to campaign effectiveness by answering the question of how many visitors have responded to an email initially, only to bookmark the page and return a few days later.

See the Complete Picture

When it comes to driving visitors to your site, are you able to determine the effectiveness of your email campaigns accurately? Integrated email marketing can help view marketing campaign performance and critical KPIs (key performance indicators). It can give the full picture of visitors coming to your site as well as what they are doing when they get there.

Optimise campaigns

You can also use flexible campaign reporting to compare performance of your email campaigns and run split A/B tests across customer segments and promotions. You’ll be able to use the conversion data to identify which campaigns and tactics are driving the highest return.

If you are using web analytics and would like more information on integration with email marketing, please contact us hello@pure360.com

If you would like to find out more please visit Matraxis at the Online Marketing and Media 08 show on stand 10 on 24th or 25th June. http://www.onlinemarketingshow.co.uk/

To get your free VIP ticket simply email Lynsey.Room@matraxis.co.uk.

In the next article…

The next article in this series will look at tracking individuals and automating responses based on their behaviour.