By Justin Premick
Two of the biggest challenges you face when running an email marketing campaign are:
Understanding your subscribers’ needs and wants.
Tailoring your messaging to address those needs and wants
For years, you’ve used email stats as well as website analytics software to see what gets people to visit your site, go to different pages, and ultimately order your product or service.
Starting today, you can better understand your customers’ and prospects’ behavior.
Introducing Email Web Analytics Tools
Today, we’re rolling out a brand new tracking and targeting features that enable you to better understand and address your subscribers’ needs and wants. We’ve been teasing you for weeks about them, and today, they’re ready for you.
Here are just a few of the things you’ll be able to do:
See which subscribers are responding to your campaigns — which messages they’re opening, which links they’re visiting, and where on your website they’re going after clicking through.
Target subscribers who responded (or didn’t respond) to a certain campaign. For example, send a broadcast only to people who didn’t click on the call-to-action in your previous broadcast.
Track revenue generated by campaigns and subscribers to see which subscribers and campaigns are making you money
For more details on Email Web Analytics and how you can use it to increase sales and profits, read on.
New Reports: Track Campaign Activity Over Time
Unsure when to send your campaigns? Wonder not only if subscribers are opening and clicking on your emails, but when they’re doing so?
With the Opens Over Time and Clicks Over Time reports, you’ll be able to drill down into your subscriber activity and see when they’re responding to your email campaigns.
This data is helpful in many ways. Not only can you use it to decide when to send your email newsletters, but if you’re planning website maintenance, or are launching a new product, you can schedule those events and any announcements about them accordingly.
These reports are available not only at a list-specific level, but at an account-wide level that lets you see aggregate data for all of your email campaigns.
Plus, as you can see in the image at right (click to enlarge it), you can not only see total opens and clicks, but also unique opens and clicks. Which brings us to the next set of relevancy and revenue-boosting tools…
Track and Target Subscribers Based On Activity
Knowing that 25% of your subscribers clicked through to your order page may be helpful…
…but wouldn’t it be a lot better if you could see who did and didn’t click, and talk to each group directly?
With the new analytics features, you can:
See which subscribers are making those opens and clicks
Segment and broadcast to them!
There are really too many possible uses for this to list here, but you can see one example in yesterday’s teaser post.
Start to build a profile of your best subscribers by looking at:
Which messages they’re opening
Which links they’re clicking
Which pages of your site they’re visiting
How much money they’re spending
and much more. With the data you’ll collect, you’ll be able to segment and target your subscribers in a multitude of ways — and we’ll be adding even more segmentation and targeting as we go!
Find Out Just How Much Money Your Campaigns Are Making You
Ever wondered just how much of your business’ sales and growth you can attribute to your email campaigns?
Or maybe how much tests and changes in your campaigns can raise your sales?
One of the most powerful features of the Email Web Analytics tools is the ability to track your revenue — not only from direct product sales, but also from other revenue-generating activities.
For example, click the screenshot at right to see just a few of the sales we’ve tracked back to subscribers to our Test Drive.
Email Tracking + Website Analytics = Better Insight Into Your Subscribers
Here’s the best part.
Most email tracking stops at the click.
However, with AWeber, you’ll be able to gain more insight into the your subscribers’ behavior by relating what they do with your emails to what they do on your website.
See where subscribers are going after the click
See where on your site they’re going later — even if they’re not using a link in your emails to get there!
Track when they make a purchase, what they purchase, and how much revenue that purchase is worth
It’s not just about what they do with your email, it’s about how they interact with your business afterwards.
Track Activity Through Your Own Domain, Not Through a Tracking Domain
Hate having to use a tracking domain to measure clickthroughs?
With these new tools, you can track subscriber activity without passing them through a third-party site.
Instead of tracking links going through http://clicks.aweber.com they’ll go through your own domain!
But What About My Website Analytics Software?
If you’re using software like Google Analytics, don’t worry… it’s 100% compatible with our Email Web Analytics (as you can see from the last screenshot, we’ve been using Google Analytics and Email Web Analytics simultaneously for months).
What’s great about doing this is, you can still benefit from the insight your website analytics software gives you anonymously into new visitors to your site, then, once they become subscribers, you can use the Email Web Analytics tools to create laser-focused email marketing campaigns based on their email and website behavior.
Market Your Business Like a Fortune 500 Firm
Here at AWeber, we strongly believe that email marketing isn’t just for the “big boys.”
If anything, we feel that small and medium-sized businesses are much better at building and nurturing relationships that are the core of successful permission-based email marketing campaigns.
That said, the type of analytics tools that you can now use to build your business at AWeber were previously only available to those “big boys.”
Until now, you simply couldn’t get your hands on tools like these for less than thousands of dollars per month (plus setup fees and all the other rigmarole that goes with enterprise software).
So while you’ll see that our pricing has changed with these analytics tools, we feel (and think you’ll agree) that the value of increased understanding and focus on your subscribers’ activity far exceeds these small changes.
(Oh, one other thing — for a lot of people, the cost of AWeber with these new email analytics tools actually goes down!)
“How Do I Start Using The New Email Web Analytics Tools?”
All new AWeber accounts will automatically have access to the new features.
Existing AWeber users: you’ll have the option to upgrade starting later this week by accepting the new pricing plans. If you don’t want to upgrade at this time, your current pricing will stay the same.
Thanks, and we hope you’re as excited about better understanding and targeting your subscribers as we are!
Oh, By The Way… We Redesigned The Website
Just in case you didn’t notice
Current AWeber users: you’ll also see that when you visit the homepage, instead of seeing a sales page, you’ll get a much more relevant customer portal, with a login form and easy access to all of our educational materials and Customer Solutions Team.
Take a look around the new site, and let us know what you think!
RSS subscribers: share your thoughts on the new Email Web Analytics package!