Are you struggling to measure the impact of your email program and is reporting taking too much time?
Then, you might want to consider tracking your email efforts in Google Analytics (GA). Here are ten rock-solid, performance-driven reasons why you should do just that:
1. Capture Email KPIs After the Click
“Don't skip this part - what happens after that email click will either deliver high conversions or kill the most valuable offer you ever had.”
Avinash Kaushik, Digital Marketing Evangelist, Google
Most Email Service Providers (ESPs) offer a fairly standard set of metrics that track the performance of your email, including open, click-through, bounce rates and unsubscribe rates.
What is really rare?
Insights about user behavior after the click.
Why would you need after-click insights?
Email is a core digital channel and marketers spend a great deal of time building their mailing lists. In fact, list building is a top challenge for most marketing specialists.
Because it…
Despite GDPR coming into effect over 18 months ago, new research shows that many marketers are still concerned about their organizations' compliance
It’s been just over 18 months since the enforcement date of the GDPR. The latest research from the DMA shows that while the majority of professionals in the data and marketing industry have been given some form of GDPR training, there are many marketers out there who are still concerned about their organization’s compliance.
The consequences of non-compliance have been well-publicized through a series of high profile investigations by the Information Commissioner’s Office (ICO), ultimately leading to punitive sanctions for those organizations deemed to be acting unlawfully and with intention.
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There have also been a number of data breaches over the last year, a cause of which may well be that staff were not effectively trained in how to manage customers’ sensitive information and maintain the necessary safeguards to protect their…
A robust link building strategy is critical. Being discoverable online means having high domain authority and ranking for the keywords your customers use
Companies like Amazon and Google have forever changed the way consumers find and purchase goods and services. As a result, both B2C and B2B companies must consider the role online visibility plays in their campaigns to attract customers.
In the digital world, a robust link building strategy is critical. The modern consumer journey is driven by search engines, and being discoverable online means having high domain authority and ranking for the keywords your customers use.
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High-quality backlinks increase domain authority, ultimately increasing your Google page ranking. When pages have high-quality backlinks pointed…
When it comes to your email marketing channel, the key to realizing and implementing this sales approach is through prospect segmentation, the more specific, the better.
I see it way too often: companies going for the quick sale. They do it before they even get to know you. It’s like a salesperson at a retail store, immediately after you walk in, saying ‘Hi - I know just what you need, and it’s right over here!’ Big time turn off. Plus, you’ll probably never go back there again.
Such ‘push’ selling is dead and has been replaced by personalized selling approaches. When it comes to your email marketing channel, the key to realizing and implementing this sales approach is through prospect segmentation, the more specific, the better.
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In case you’re still a doubter, here are some compelling statistics from email automation vendor Mailchimp:
Opens for segmented email campaigns are 14.3%…
The future is now with chatbots, so you need to consider how you can use the technology to improve lead generation
In case you haven’t heard, AI’s promise isn’t based on future advances. It’s being used widely now to transform digital businesses. Powered by smart algorithms and machine learning, chatbots (automated chat messaging) promise to allow companies to connect with their prospects even better than humans can, while at the same time dramatically lowering headcount and overhead costs.
Dozens of tech companies have created chatbot platforms that serve up pre-programmed responses to questions; responses informed by things like prior website interactions, social media activity and semantic analysis. Most importantly, these bots can decipher the intent of your visitors. If you know intent, you know what to say next, which is the 'secret sauce' of lead nurturing.
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Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels
The advantages of creating a joined-up, integrated marketing communications (IMC) plan are well-documented and go back over twenty years. Even before the internet really took off businesses, brands and agencies were looking for ways to create consistency across content and media touchpoints.
Although not all campaigns have to be fully integrated (e.g. short-term guerrilla campaigns or PR stunts), brands looking to make an impression and raise awareness as part of a product launch or seasonal sales push should consider how the different elements of a campaign come together as one.
Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels:
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Marketing AI implies the art and science of personalized marketing in an age where creativity and simple data collection are not enough to drive your business forward
Not long ago, the marketing process was seen as a human endeavor perfected through several cases of trial and error. The idea of automation streamlining the marketing process looked like science fiction. But with the dawn of the Digital Age, new technologies are transforming the marketing landscape. One such technology is Artificial Intelligence (AI).
Introducing artificial intelligence
The first breakthrough of AI was in 2016 with the introduction of machine learning. It is basically the next logical step in computing: A program that can figure out things for itself. In other words, it is a program that can reprogram itself.
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Video landing pages have a video embedded, illustrating the working or value of a service or product, and they can help increase conversion
Marketers are constantly working towards improving the conversion rates of their websites. With the average website conversion rate being 2.35%, there’s a huge scope to improve this and be in the top 10% of websites with a 3-5x higher conversion rate.
Only 22% of businesses are satisfied with their conversion rates. If you fall in the remaining 78% feeling that your conversion rates suck, it is high time you incorporate personalized video landing pages in your marketing strategy.
As a marketer, you can no longer afford to undermine the importance of videos in capturing, holding and retaining your audience’s attention. A case study by EyeView found that adding videos on landing pages increased conversions by 80-86%.
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Here’s a guide to…
Benchmarking your performance allows you to understand how well you’re actually performing, compared to real life competitors
Measuring digital success is no easy feat; even if you’ve reached your digital marketing goals and KPIs, that doesn’t necessarily mean it’s good enough. After all, what if your competitors are all outperforming you? What if the industry is growing at a faster rate than your business is?
That’s why it’s extremely important that you benchmark your business against your competitors: it allows you to understand how well you’re actually performing, compared to real life competitors.
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In this blog post, discover useful tips and tools for benchmarking success in the digital landscape: from social…
Video marketing has been steadily growing over the past few years and is showing no signs of slowing down
The latest social media report from Smart Insights found that 90% of shared posts on social media today are video clips. Plus, the fact that many sites are adding more features for video streaming (such as Instagram’s IGTV and Periscope for Twitter) shows that video marketing is the way to reach audiences. Experts even predict that by 2020, about 80% of consumer traffic in the US will be driven by video.
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Consumers are also starting to prefer videos over blog posts and other more…
