ATLANTA, (March 7, 2006) -- Silverpop today announced partnerships with Coremetrics, Omniture, WebSideStory and WebTrends, becoming among the first email service providers to reach agreements with all four of these top Web analytics providers.
Silverpop believes that the opportunity for increased returns derived from using email marketing techniques in conjunction with Web analytics data should be made available to all clients, regardless of which web analytics firm they use.
"Companies seeking to send more relevant marketing messages can start by optimizing the integration between their email marketing and Web analytics platforms," said Elaine O'Gorman, vice president of strategy for Silverpop. "But using the customer data residing in one marketing application to target and trigger campaigns out of another can pose a significant technical challenge for marketers. Our relationships with these major Web analytics vendors can make the task faster and easier."
Marketers recognize the need to harness customer data across platforms and across the enterprise in order to craft more meaningful messaging. But O'Gorman said many feel the task of data integration is too enormous, requiring heavy resources in time and talent. Yet, with email recipients increasingly demanding higher relevance in the email messages they receive, linking Web site behvaior with email marketing campaigns can dramatically improve message relevance and results.
In fact, a May 2005 study by JupiterResearch found targeted emails that leverage Web site clickstream data on average generate a nine times improvement in revenue and as much as 32 times more in net profit over undifferentiated broadcast campaigns. Furthermore, marketers who lag behind risk being left behind, as 41 percent of email marketers told JupiterResearch that they plan to begin using Web site behavioral clickstream data as an email targeting tactic by May 2007.
"Linking databases to achieve a two-way flow of actionable information can be as daunting or simple as you make it," O'Gorman said. "The best approach is to start small. Lay the groundwork necessary to implement a single email marketing tactic that can improve campaign ROI, and then move on to the next opportunity."
Silverpop has developed a white paper outlining five ways email marketers can begin using Web-site behavior to drive campaigns. The paper, titled "Incorporating Web Analytics into Email Marketing: Five Quick-Start Tactics for Marketers," presents ideas for using Web analytics data to better understand customers' needs and more effectively market to them.
For example, elements to consider might include one or more of the following:
- Shopping cart abandonment - remind customers what they left in the cart and offer them incentives to finalize the transaction.
- Site usage - send customers a message based on what pages, categories or products they browse on your site.
- Timing of site visits - renew and refresh relationships with customers who have returned to your site after an extended absence by sending automated email messages welcoming them back.
"It's fairly easy to see that in order for these tactics to be successful, email and Web analytics programs must be able to smoothly pass data between applications," O'Gorman said. "In the past, companies were forced to cobble together these connections on their own. Silverpop's partnerships with Web analytics firms helps smooth the process."
To download a free copy of the Silverpop white paper or learn more about Web analytics and email marketing, visit www.silverpop.com.