In email marketing, the first priority is to build your email list and grow it. The next issue of concern will be how to please your subscribers and make them happy enough for you to retain them in your database. The third step will be to use email marketing analytics to help you secure the success of your customer engagement plans.

First of all, you will need to have a firm understanding of the behavioral patterns of the customers. You must know what are the products or services bought so far, what are the reasons for this interest shown, and what are the actual buying intentions of customers.

Email marketing analytics consists primarily of marketing analytics and customer analytics. Both types of analytics are important to the success of customer engagement strategies. This is because of the fact that if you have initially carefully planned and effectively executed these strategies, then chances are your bottom line will increase as long as your customers are still in love with your brand name.

Marketing Analytics

As far as marketing analytics is concerned, you will have to ensure that at the outset your marketing campaigns are interactive. It is important that a channel system is in place to monitor sales performance. The marketing analytics will in turn support your goal to effectively measure your marketing programs.

For better implementation, apply proper metrics to achieve the right results. For instance, for conversion, you should monitor what types of conversion bring the results, for example, through event registration or opting-in. For data on visitors to your website, you can measure using search engine optimization, banner ads, print ads , press release and search engine marketing. With regards to buyers, you can measure by region, offer, time and even channel. For the all-important element of return on investment, you can measure this by channel, medium and campaign.

Customer Analytics

With customer analytics, you will be able to ascertain the current behavioral patterns of your customers with reference to your product or service. You will also be able to determine easily the correlation in the near future between these behavioral patterns of customers and their predominant purchasing trends.

Customer analytics will help you to match the correct segmentation with your customer. You will then be able to predict the rate of response-possibility of your customers against your current offers. Of course, you will have the opportunity to write and personalize your email messages to their immediate needs. An important benefit is that you will be able to find out what will be your next offer to make an impact, and to predetermine when will be the launching date.

In conclusion, for the sake of optimizing your email marketing campaigns, it is vital to apply correct metrics to measure, monitor and to fine-tune your marketing strategies. If email engagement and sales are to be driven effectively, you will need to effectively employ email marketing analytics at all costs.