Integrating Web Analytics with Email Marketing to Improve Campaign Performance

In November 2008, Nedstat commissioned Forrester Consulting to conduct a formal survey of email marketers in the UK, France, and Germany to understand the extent to which marketers are adopting Web analytics and other data sources to aid in improving their email marketing campaigns. In conducting this survey with email marketing professionals, Forrester found that data derived from Web analytics solutions can be extremely valuable in providing insight into campaign performance, thereby empowering marketers to read and react to campaign results. The intelligence gained from such efforts can translate to improvements in greater customer engagement and increased overall revenues. In fact, marketers integrating Web analytics data can generate nearly four times more revenue and 18 times greater net profits compared with marketers using simple untargeted mailings. As email service providers (ESPs) and Web analytics solutions providers continue their efforts to make data integration more easily attainable, marketers are encouraged to turn to their partners for technical support as well as the strategic insights that enable them to gain the most from their email marketing efforts.


Published on: 18/02/09
Language:English
Pages:14
Size:239.84 Kb
Author:Nedstat
Nedstat

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