Open rate. Click-through rate. You study these metrics all the time. You know that Subscriber Sam opened your latest email, then clicked on a link to one of your blog posts in that email.
But, then what?
Did Sam leave your website?
Click through to a related article?
Visit a specific product page on your website?
With a few simple steps, you can go beyond the opens and clicks — and get the full story — by connecting your Google Analytics account with your Critical Impact account.
The Google Analytics integration allows you to track website data generated from your email campaigns, so you know exactly what step Sam took after clicking your blog post link (and the steps taken by others that clicked a link in your emails, too).
Through the Google Analytics integration, you can track:
The obvious next step is to regularly review your data to evaluate performance, uncover trends, inform decision-making, and guide marketing efforts. The key here is to take action. Know what’s working, what isn’t. Then make improvements based on what you discover.
To help you get started, here are 3 ways Critical Impact customers are leveraging the integration of Google Analytics to boost their email marketing results.
One way Critical Impact customers are making the most of this integration — and driving more conversions — is by setting triggered emails based on website behavior.
For example, say Sam goes from your blog post to a specific page on your website that features a product. Sam stays on that page for 2 minutes, but does not make a purchase or take further action.
Based on the time period determined by you, you can have a triggered email go out to Sam with information on the product to answer her questions and help move her towards conversion.
It’s the right message, to the right person, at the EXACT right time.
In other words, you’re sending perfectly-timed messaging to your subscriber when they’re most engaged, which in turn, will increase the effectiveness of your email marketing and improve results.
Not only that, but by sending well-timed messaging, you’re also improving efficiency. Your sales team will thank you for eliminating follow-up phone calls and helping move leads and subscribers toward conversion through relevant, automated email messaging.
Website behavior is the best indicator of what people want. That said, it’d be advantageous to segment your subscribers based on their website behavior gathered by Google Analytics, then target them with relevant email message content.
For instance, you could have lists built “dynamically” by Critical Impact based upon rules you set. Any subscriber who meets the criteria of the dynamic list will be included at send time.
An example would be a list of people that have visited a specific product page on your website within the last 30 days as a result of clicking a link in your email.
You can then use the dynamic list as part of a targeted email campaign that promotes the product they had expressed interest in.
What’s your top revenue-producing email campaign? Which individual email has brought in the most revenue for your business? The Google Analytics integration will answer these questions for you.
Through the integration, you can see the total revenue generated by traffic from a specific email campaign, and revenue generated by each email send. With this information in hand, you can leverage the email campaigns and messaging that produces the best ROI, and make adjustments for improvement to the email campaigns that don’t.
One of the best things you can do for yourself (and your team and organization) is to leverage the tools available to you to their fullest.
Chances are you’re already using Google Analytics to measure your website performance; now all you need to do is connect it with your Critical Impact account. By connecting the two, you’ll have the complete click-to-conversion picture enabling you to fully optimize your email marketing, while boosting efficiency.
To get started, contact your account representative to enable this feature, then follow these instructions to connect your Google Analytics account with your Critical Impact account. If you have any questions or need assistance, contact Support at any time. We’re happy to help!
Until next time, keep those emails rolling!
Jim Gibbs is Critical Impact’s Growth Channel team lead and has been selling and closing for a long time. Jim is known to be able to sell bottled water to fish.