As the connected world moves closer and closer to a concept known as “Web 2.0”—a sort of online Shangri La in which surfers will be able to get information and entertainment tailored with the click of a mouse to their personal needs and desires—marketers are beginning to realize they may not have the best of handles on the data they need to help surfers do their own tailoring.
In a recent study conducted by Jupiter Research on behalf of email service provider Silverpop, 34 percent of marketers admitted a lack of customer data is the biggest hurdle they face, and 32 percent struggle with analyzing what data they have.
“The ability to analyze customer data in meaningful ways is more important than ever for marketers,” Elaine O’Gorman, vice president of strategy for Silverpop, told ClickZ News. “Driving website traffic, personalizing content, and improving [return on investment] can’t happen without sufficient levels of customer data and sophisticated analysis of that data.”
In order to help marketers get a better grip on the types of data they should be collecting, why, and how to go about it, Silverpop published “Incorporating Web Analytics Into Email Marketing: Five Quick-Start Tactics for Marketers,” a brief whitepaper encompassing the company’s own version of the “maxim of the five Ws”: who, what, when, where, and why. According to the company, “Using Web analytics data to answer these questions should enable you to better understand your customers’ needs and more effectively market to them.”
Silverpop suggests marketers employ specific questions as they tailor marketing plans and peruse analytical data:
“Who hasn’t completed a transaction?” Can they be reminded about the order they abandoned via email, possibly including an incentive to return and complete the purchase?
“Jupiter Research reports that the 9 to 10 percent of marketers who use triggered messages, such as shopping cart abandonment messages or order confirmations, enjoy significantly better open, click-through, and conversion rates than conventional broadcast marketers,” according to the whitepaper. “And, triggered messages can generate three times the revenue and seven times the net profit of broadcast campaigns.”
“What pages do users visit?” If a customer performs specific searches or seems drawn to a particular product or website section but seems hesitant to commit, offer him or her an inducement to purchase.
“Jupiter Research describes a campaign in which a clothing retailer sent offers to customers who browsed its three worst-performing product categories,” the whitepaper stated. “Compared to the control group, the campaign yielded a four-fold improvement in click-throughs and a 66-percent increase in conversions, resulting in a more than six-fold improvement in revenue per email sent.”
“When do surfers visit?” If they’re frequent visitors, don’t annoy them with repeated communications about things they already know. Instead, consider offering them specials reserved only for “top-priority customers,” like hidden promotions or content not available to everyone else. On the other hand, if a surfer hasn’t visited in awhile, remind him or her about your wares by offering a “welcome back” deal or listing what’s changed since his last visit.
“From where do surfers arrive?” Were they browsing a search engine, an online ad, your competitors’ sites, or other sites you or your partners own? Tailor a special message to them reinforcing your competitive advantage as it relates to how they found you (instead of in a “one-size-fits-all” fashion).
“Why do surfers do what they do at your site?” Following user flow through a website can provide some interesting information. Do they go directly to a certain page or section, or do they browse around everywhere until something strikes their fancy? Is what you think your surfers want to see really what they want to see, as demonstrated by their behavior while they’re at your site? Watch trends and be ready to head in a different direction if your marketing plans aren’t supported by surfers’ whims.
