New partnerships between e-mail service providers and Web site measurement firms has made integrating e-mail and Web analytics easier than ever. MediaPost reports that 41 percent of e-mail marketers are planning to use Web site behavioral clickstream data as an e-mail targeting tactic.
Approach e-mail/Web analytics integration by reviewing "The Five Ws" (Who, What, When, Where and Why) to gain a more complete understanding of customer behavior.
1. Who hasn't completed a transaction? Send a reminder encouraging your customer to return and complete the transaction.2. What pages do they visit? Follow up with an e-mail message that includes additional product information, or incentives to related products or categories browsed.
3. When do they visit? Offer rewards to loyal customers who visit often, and encourage those who haven't stopped by in a while to come back for a visit.
4. Where are they coming from? Customers who come to you from a partner's site can be sent messages that reinforce the value they receive from the partnership.
5. Why do they do what they do? Push e-mail demographics into your Web analytics program to learn which of your products are most appealing to customers.
