Below I am going to break down 6 examples of when you should look for 3rd party analytic tools, and where!<\/p>\n\n\n\n
<\/span>1. Sending from an Automated Mail Send System<\/span><\/h2>\n\n\n\nSending email campaigns isn\u2019t always done through ESPs chalk-full of nifty reporting tools and analytics. One of the more simplistic ways to send your email is by using an automated mail send system like PHPMailer. This is a bare-bones system as it delivers your mailings (hopefully) but does not offer any additional functionality and tracking behind these sends like opens or clicks. Same might be true for your emails sent from CMS or CRM systems.<\/p>\n\n\n\n
This type of email delivery system can be beneficial for small businesses because it is low cost and gets the sending job done. The use of sending through an automated mail send system is also seen frequently through transactional email.<\/p>\n\n\n\n
<\/span>3rd Party Analytics for Transactional Email<\/span><\/h2>\n\n\n\nAn example of transactional email would be seen when someone makes a purchase on your site and you need to send a receipt for their purchase via an Automated Mail Send System. While this may be an appropriate solution for your transactional email needs<\/a>, this system offers no tracking to uncover what email strategies are working and which aren\u2019t. This is when you need to seek help from a 3rd party in order to measure your success and refine your marketing efforts.<\/p>\n\n\n\nIn this case you can add a 3rd party tool like Email on Acid<\/a> that can work with any mailing system. This third party tool can generate a campaign specific tracking code you can easily drop into the HTML of your email to measure your marketing success.<\/p>\n\n\n\nThey can offer advanced email analytics and reporting to track opens, clicks, forwards, prints, glances, as well as subscriber engagement, geographical location, email clients, click tracking, benchmarking diagnostics, and more. Email analytics can improve your bottom line.<\/p>\n\n\n
\n![\"EOA_stats\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/2014\/12\/EOA_stats.jpg\")
<\/figure><\/div>\n\n\n
Image source: Email on Acid<\/p>\n\n\n\n
<\/span>2. Tracking beyond the Click<\/span><\/h2>\n\n\n\nTracking clicks within your email is absolutely crucial, however email clicks do not necessarily mean email conversions. That is why you need to track beyond the click and measure what occurs once the visitor has clicked through from your email to your website.<\/p>\n\n\n\n
Tracking website visitors, where they are in the conversion process and automatically tagging email campaigns with analytics campaign tracking to target said visitors is a very tedious task to do on your own. That\u2019s why you should seek out a third-party to help you automate this process.<\/p>\n\n\n\n
You don\u2019t have to shell out extra cash on top of your ESP for this kind of tracking, though! With Google Analytics<\/a> you can insert web tracking codes in your html to help you further understand how your recipients are responding to your email campaigns and how they are interacting with your website. With this tracking you can also isolate visitors referred from email to understand their preferences and behaviours.<\/p>\n\n\n\n![\"Google_analytics\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/2014\/12\/Google_analytics.jpg\")
<\/figure><\/div>\n\n\n<\/span>3. A\/B Testing<\/span><\/h2>\n\n\n\nA simple tweak in your email campaign could significantly increase your bottom line; that\u2019s why testing MUST be your #1 priority. A\/B testing is a fantastic diagnostic tool to better understand visitor behaviors and priorities. That\u2019s why it is important to use third-party analytics if your ESP does not offer easy email split testing<\/a>. Not only is A\/B testing incredibly effective in refining successful marketing elements, but it is also incredibly easy to set up simple A\/B tests.
Below are a couple of suggestions of split tests<\/a> you could run to see which email elements are working and which are missing the mark:<\/p>\n\n\n\n\u2022 Your Call to Action
\u2022 Leveraging a Free Trial
\u2022 Credit Card vs. No Credit Card
\u2022 Varying Your Offers
\u2022 Using Different Creatives<\/p>\n\n\n\n
For instance, MovableInk<\/a> could answer parts of that A\/B testing challenge. It allows you to upload multiple image-based creative variations, test them all and auto-select the winners. That means no more waiting around for weeks sorting through the data to find out which email campaign was the most engaging. Talk about putting your testing on autopilot!<\/p>\n\n\n\nAs digital marketers, we can no longer rely on JUST our intuition when deciding what will resonate with our audience. A\/B testing can provide us with the hard facts and in-depth data we need for the best conversion optimization.<\/p>\n\n\n\n
<\/span>4. E-commerce Email Automation<\/span><\/h2>\n\n\n\nLet\u2019s face it, buying online is all the rage and that is why e-commerce storefronts are on almost every website. Email is one of the essential aspects of e-commerce, even if you are buying a tangible product.<\/p>\n\n\n\n
Think about it, when you enter your credit card info online and make a purchase, your immediate next step is looking in your inbox for a confirmation email and more details about the product you just purchased. That\u2019s why it is sometimes needed to incorporate a 3rd party in your ESP to automate the necessary purchase follow up emails.<\/p>\n\n\n\n
Following up via email to your new customers not only gets the purchase in your customers’ hands (or gives them information on how to get access) but it can also be an opportunity to send targeted marketing campaigns as an upsell. By using e-commerce analytics, you can sell more by offering upsells and discounts based on customer purchase amount, date, promo codes and more.<\/p>\n\n\n\n
<\/span>5. Personalization and Email Analytics<\/span><\/h2>\n\n\n\nA one-size-fits-all approach to email marketing doesn\u2019t work when you are speaking to a diverse audience. The reality is that most businesses cater to more than one kind of consumer so you need to leverage personalization when sending out your email campaigns.<\/p>\n\n\n\n
When I am talking about personalization through email, I\u2019m not just referring to using the recipient\u2019s first name through merge tags. Instead, I\u2019m talking about a 3rd party image rendering tool like Monetate<\/a> that makes the \u201cfirst name\u201d level of personalization look like child\u2019s play.<\/p>\n\n\n\nAn email personalization tool can make your emails more relevant to the subscriber by using dynamic content that is triggered when your subscriber opens the email – opposed to when the email campaign was sent. A marketer can break down all the segments and add dynamic content that you can incorporate to send the most relevant email at any given time.<\/p>\n\n\n\n
<\/span>Does the Weather Influence Buying Behavior?<\/span><\/h2>\n\n\n\n
An example of transactional email would be seen when someone makes a purchase on your site and you need to send a receipt for their purchase via an Automated Mail Send System. While this may be an appropriate solution for your transactional email needs<\/a>, this system offers no tracking to uncover what email strategies are working and which aren\u2019t. This is when you need to seek help from a 3rd party in order to measure your success and refine your marketing efforts.<\/p>\n\n\n\n In this case you can add a 3rd party tool like Email on Acid<\/a> that can work with any mailing system. This third party tool can generate a campaign specific tracking code you can easily drop into the HTML of your email to measure your marketing success.<\/p>\n\n\n\n They can offer advanced email analytics and reporting to track opens, clicks, forwards, prints, glances, as well as subscriber engagement, geographical location, email clients, click tracking, benchmarking diagnostics, and more. Email analytics can improve your bottom line.<\/p>\n\n\n Tracking clicks within your email is absolutely crucial, however email clicks do not necessarily mean email conversions. That is why you need to track beyond the click and measure what occurs once the visitor has clicked through from your email to your website.<\/p>\n\n\n\n Tracking website visitors, where they are in the conversion process and automatically tagging email campaigns with analytics campaign tracking to target said visitors is a very tedious task to do on your own. That\u2019s why you should seek out a third-party to help you automate this process.<\/p>\n\n\n\n You don\u2019t have to shell out extra cash on top of your ESP for this kind of tracking, though! With Google Analytics<\/a> you can insert web tracking codes in your html to help you further understand how your recipients are responding to your email campaigns and how they are interacting with your website. With this tracking you can also isolate visitors referred from email to understand their preferences and behaviours.<\/p>\n\n\n A simple tweak in your email campaign could significantly increase your bottom line; that\u2019s why testing MUST be your #1 priority. A\/B testing is a fantastic diagnostic tool to better understand visitor behaviors and priorities. That\u2019s why it is important to use third-party analytics if your ESP does not offer easy email split testing<\/a>. Not only is A\/B testing incredibly effective in refining successful marketing elements, but it is also incredibly easy to set up simple A\/B tests. \u2022 Your Call to Action For instance, MovableInk<\/a> could answer parts of that A\/B testing challenge. It allows you to upload multiple image-based creative variations, test them all and auto-select the winners. That means no more waiting around for weeks sorting through the data to find out which email campaign was the most engaging. Talk about putting your testing on autopilot!<\/p>\n\n\n\n As digital marketers, we can no longer rely on JUST our intuition when deciding what will resonate with our audience. A\/B testing can provide us with the hard facts and in-depth data we need for the best conversion optimization.<\/p>\n\n\n\n Let\u2019s face it, buying online is all the rage and that is why e-commerce storefronts are on almost every website. Email is one of the essential aspects of e-commerce, even if you are buying a tangible product.<\/p>\n\n\n\n Think about it, when you enter your credit card info online and make a purchase, your immediate next step is looking in your inbox for a confirmation email and more details about the product you just purchased. That\u2019s why it is sometimes needed to incorporate a 3rd party in your ESP to automate the necessary purchase follow up emails.<\/p>\n\n\n\n Following up via email to your new customers not only gets the purchase in your customers’ hands (or gives them information on how to get access) but it can also be an opportunity to send targeted marketing campaigns as an upsell. By using e-commerce analytics, you can sell more by offering upsells and discounts based on customer purchase amount, date, promo codes and more.<\/p>\n\n\n\n A one-size-fits-all approach to email marketing doesn\u2019t work when you are speaking to a diverse audience. The reality is that most businesses cater to more than one kind of consumer so you need to leverage personalization when sending out your email campaigns.<\/p>\n\n\n\n When I am talking about personalization through email, I\u2019m not just referring to using the recipient\u2019s first name through merge tags. Instead, I\u2019m talking about a 3rd party image rendering tool like Monetate<\/a> that makes the \u201cfirst name\u201d level of personalization look like child\u2019s play.<\/p>\n\n\n\n An email personalization tool can make your emails more relevant to the subscriber by using dynamic content that is triggered when your subscriber opens the email – opposed to when the email campaign was sent. A marketer can break down all the segments and add dynamic content that you can incorporate to send the most relevant email at any given time.<\/p>\n\n\n\n<\/figure><\/div>\n\n\n
Image source: Email on Acid<\/p>\n\n\n\n<\/span>2. Tracking beyond the Click<\/span><\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>3. A\/B Testing<\/span><\/h2>\n\n\n\n
Below are a couple of suggestions of split tests<\/a> you could run to see which email elements are working and which are missing the mark:<\/p>\n\n\n\n
\u2022 Leveraging a Free Trial
\u2022 Credit Card vs. No Credit Card
\u2022 Varying Your Offers
\u2022 Using Different Creatives<\/p>\n\n\n\n<\/span>4. E-commerce Email Automation<\/span><\/h2>\n\n\n\n
<\/span>5. Personalization and Email Analytics<\/span><\/h2>\n\n\n\n
<\/span>Does the Weather Influence Buying Behavior?<\/span><\/h2>\n\n\n\n
![\"Tableau-stats\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/2014\/12\/Tableau-stats.jpg\")
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