Email marketing: how to use click-through data
If you’re keen to expand your email marketing strategy, click-through data should be a key consideration. It provides a wealth of information to help you understand what customers want. A basic send out isn’t enough to capitalise on the many benefits of email – it’s just the beginning.
Unfortunately many businesses don’t take advantage of email:
- to drive more traffic to their website
- to make them more money
- to deliver excellent online customer service
I recommend you keep on track and learn from your click-through data. This will help you deliver more targeted email campaigns.
Here’s a few ideas:
- Why not create an email offer for popular click-throughs? For example, if you’ve identified a particular group of customers that like “handbags”, why not send them a brand-focused email offer?
- If there’s a common pattern in order of click-throughs to your emails, re-arrange future messages in order of interest. Customers generally scan emails. Capture their attention as quickly as possible.
- Send follow-up emails based on click-through data. For example:
1. Create an automatic “thank you email” to send to customers following a purchase. Introduce the “customers who bought this item also bought…” concept pioneered by Amazon.
2. Identify segments of customers who don’t click through, and send them a “second chance email” offer.
3. Create a well-developed email subscription model to target your data collection and increase click-through rates.
4. Click-through data can provide enough information on customer interests to enable you to follow up with a phone call.
5. Consider sending an online survey to customers who click-through. You could offer a reasonable incentive such a discount off their next order.
6. Don’t forget to say thank you to any customers who forward your email on to a friend – it’s just plain good manners!
And where possible personalise your email. But don’t make customers feel as if you’re stalking them!
Don’t forget… when a customer clicks-though on an email it’s only the start of their online experience. As a first step I recommend creating effective landing pages. Whether they form part of your website or specifically relate to your email link, landing pages are important to track where the customer goes next.
About the Author
The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of Coastdigital Limited in any way
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