15 Minute Email Marketing Project: Using Google Analytics for Better Results!

By Nik
TOPICSEmail Marketing

Just Wing It!
From now on, when you send out emails, you should just wing it. Choose 5 random products, point them to whatever page you want, craft a promotional message that tickles your funny bone – and let ‘er rip!

Great advice, right? Wrong. You know that there’s so much more you can do to fine tune the selection of promotional messaging, landing page and products so that you get a much more viscerally charged, revenue-driving response from your audience. Maybe you think you don’t have the time. Maybe you think you don’t have the map.

Well – here’s 15 minutes of work for you to do and a map to follow. As good ‘ol Sir Arthur Conan Doyle once said (or probably said repeatedly to quote himself): “It is a capital mistake to theorize before one has data!”

5 Minutes: Choose your optimal landing point

If you had to describe your ideal sales person, you’d probably use words like “friendly”, “likeable” and “good with sales”. It’s not so different when choosing landing pages for an email campaign. You want to see low bounce rates, positive usability stats, and some good conversion rates.

It’s good to note, though, that you’re targeting return visitors, so you need a real Kyra Sedgwick of a page to help close some deals. Pages that do well with your return visitors will be perfect target pages for email marketing, especially if your list is mainly comprised of past customers.

Here’s what to do:

  1. Go into Google Analytics
  2. Content > Site Content > Landing Pages
  3. Add Secondary dimension: Visitor Type
  4. Advanced Filter: “Include” + “Visitor Type” + “Containing” + “Returning Visitor”
  5. Still in Advanced Filter: “+Add a dimension or metric” > “Include” + “Visits” + “Greater than” + 20
  6. Apply
  7. Sort By “Per Visit Value”
  8. Done! Now you have the top value landing pages by value/visit, with at least 20 visits within the time period you chose. Use your time period and visit filter to expand your data depth, and filter your results for validity, respectively.
  9. Export to CSV or add to dashboard for future use

Now, you have your top landing pages. You can learn a lot from this, including actual pages to target – or more importantly (for tons of future use), what templates make the most impact.

5 Minutes: Choosing products for return visitors

We’ve already established that data on return visitors is a key to success for email marketing. Well, you’ve got some great information that you can harness on products as well. Knowing what products sell best with return visitors can have a great impact on your repeat purchases through email.

Here’s what you need to do:

  1. Go into Google Analytics
  2. Conversions > Ecommerce > Product Performance
  3. Add Secondary dimension: Visitor Type
  4. Advanced Filter: “Include” + “Visitor Type” + “Containing” + “Returning Visitor”
  5. Still in Advanced Filter: “+Add a dimension or metric” > “Include” + “Unique Purchases” + “Greater than” + 5
  6. Apply
  7. Sort By “Unique Purchases”
  8. Done! Now you have the top selling product info for return visitors, with at least 5 purchases made within the time period you chose. Use your time period and unique purchase filter to expand your data depth, and filter your results for validity, respectively.
  9. Export to CSV or add to dashboard for future use

5 Minutes: Mine your promotional message history

You have tons of info on what messages have been the most effective for you in the past through Google Analytics.

  1. Go into Google Analytics
  2. Traffic Sources > All Traffic
  3. Add Secondary dimension: Ad Content
  4. Advanced Filter: “Exclude” + “Ad Content” + “Containing” + “(not set)”
  5. Still in Advanced Filter: “+Add a dimension or metric” > “Include” + “Visits” + “Greater than” + 20
  6. Apply
  7. Sort By “Per Visit Value”
  8. Done! Now you have the top value ad content by value/visit, with at least 20 visits within the time period you chose. Use your time period and visit filter to expand your data depth, and filter your results for validity, respectively.
  9. Export to CSV or add to dashboard for future use

Hope that helps!

 

Image courtesy lincolnian

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