Email marketing campaigns are run by thousands of businesses of all sizes across the globe. Email forms a stable foundation for digital marketing. It’s a channel that drives results for businesses.
But, do you know you could use Google Analytics data for email re-marketing?
Let’s take a use case where we can send out emails to either converters or non-converters using GA segments. For converters, up selling or cross selling can be the objectives, whereas for non-converters, the objective could be to prompt them for completing the transactions or generating awareness.
Now let’s see how it’s done.
We need to make sure that we are capturing Client IDs for non-converters and converters in Google Analytics as well as back-end. This is important because we match the Google Analytics Client IDs with back-end Client IDs and send emails to users whose email IDs are recorded in the back-end. Here, the Client IDs serve as a key to connect Google Analytics and email IDs which are stored in the back-end.
Now, we’ll create segments for converters or non-converters or both. For converters, we can apply a condition like “include users who have visited the Thank You page”. For non-converters, we can apply a condition like “exclude users who have visited the Thank You page”. (More on creating a re-marketing audience by integrating Google Analytics with CRM here)
After creating segments, we need to create a custom report where we can extract Client IDs after applying the particular segment. Once the Client IDs are there for a particular segment, we can match them with the back-end Client IDs, against which we will get the email IDs.
Now, we just need an access to a platform through which emails can be sent. Here, we need to emphasize on the content and subject line. The subject line should be attractive which drives the attention of the users. The content should be applicable to the segment which we are targeting. Basically, we should not send up-selling content non-converters as they did not transact earlier for a lower amount as well.
Here is how we can make our email campaigns more effective:
Use of segments:
We should always try to segment the Google Analytics data for Email Targeting. Create segments of converters, non-converters or users who completed a specific journey on the website or App (e.g. users who just viewed home page, users who viewed product page, users who actually added product to the cart, etc.). The selection of segment should be based on your marketing objective. If the objective is to drive awareness about your brand, then the segment of users who viewed homepage will be valuable. If the objective is to show discount benefits, then the segment of users who added products to the cart will be relevant.
Image Source: Zapier
Personalization is key. We tend to appreciate emails more if they’re personalized and of our interest. If the Email creative is customized, then there are high chances of better Email Click Rate. Suppose, if a brand has been endorsed by a particular celebrity and if his image is present in the promotional email, it can create an impact on the campaign’s performance. The names, email IDs and phone numbers stored in the CRM data can be used to develop content as well.
Studies show that subject lines fewer than 10 characters long have an open rate of 58%. Thus, having a concise subject line makes sense. In order to craft a personalized subject line to obtain a high Email Open Rate, parameters like name, phone number, name of the product which they added to cart, etc. can be used in the subject line. This information will already be available in the CRM data.
Best Time for Emails:
While many a quality email may be built during business hours, the ones with the best open rates aren’t being sent from 9 to 5. The top email strategy is to send at night.
Experian Marketing Services found that the time of day that received the best open rate was 8:00 p.m. to midnight. This block not only performed better for open rate (a respectable 22 percent) but also for click through and sales.
Send Emails On Weekends:
While not as overwhelming a winner as the 8:00 p.m. to midnight time of day, Saturday and Sunday did outperform their weekday counterparts in Experian’s study of day-of-week performance.
A little smart work in terms of maintaining client IDs as the primary key in Google Analytics and CRM data will help in fetching e-mail IDs of the segments that we want to target. Targeting the segments with appropriate content will help in achieving more reach, which, will eventually help your organization increase its revenue. Have any ingenious email remarketing tips? Drop a comment below! For help in launching and monitoring your email campaigns, contact us here.
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Dhaval is a Custom Success Manager at Tatvic and enjoys research on Digital Marketing. He has a passion for photography and is a cricket buff. He also loves playing table tennis and volleyball.
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- How to make Email Re-marketing more effective using Google Analytics data - February 8, 2017