Creating Email Campaigns to Measure Your Website’s Performance
Being aware of how much traffic and conversions you receive through your website is extremely important. If you own an online store front, bringing people to your website and influencing purchases is a key component to your online success. Even more, if you are using email marketing to drive traffic to your website, it is important to understand how to create email campaigns to measure your website’s performance.
In a study conducted by Ovation Marketing, a majority of consumers who subscribe to email campaigns, click the link that takes them directly to the company’s landing page over clicking the product link advertised in the email. Those same consumers bought products off the website that were different from the products listed in the emails. Results from this study, it is highly recommended that you segment your email lists properly and advertise a variety of products that will attract a bulk of your readers.
Finally, when constructing your email campaigns, you want to concentrate on the layout of each email. Make sure that links to your products and services listed on your website are easily accessible to readers in your emails. By having accessible links it allows you to watch customers’ click and purchase behaviors through website analytics and fine-tune your e-mail messages to increase customer response.
Thank you for reading. I will be back next week to discuss more tips on email marketing.
Cheers,
Ryan Allis
November 1st, 2008 at 12:39 pm
I have to agree…when creating your email campaigns; you have to concentrate on the layout of each email. Plus, you have to make certain that your links to your products and services are actually listed on your website - if not, they won’t be accessible to your potential customers.
November 3rd, 2008 at 9:19 am
These are good tips. Ovation is one of the leaders in online advertising so listening to a study from them would be wise! You can also create your own study using Google’s analytics tool in order to discover how visitors use your website. It is very important to understand the users of your ecommerce site because without that understanding you’ll lose conversions. Find out how to drive traffic to specific products or get users to actually follow your call to action by understanding them better. You can find out a lot more information about Google’s free tool at http://www.google.ca/analytics/.