How a Single Conversation with a Marketing Technologist helped an eCommerce Brand Increase Website Traffic?
Usually, every marketer is overwhelmed seeing the huge number of contacts in her subscriber database! But, did you know?
About 40-50% of subscribers become inactive without giving any reasons.
Even though majority of these inactive subscribers may be genuine subscribers, they simply stop responding to your email communications, mostly because the emails are not interesting or relevant to them.
So, how do you reactivate these customers and trigger engagement with them?
Here’s a conversation I recently had with one of our eCommerce client brands where we cracked the code to reduce their “inactive subscribers”.
Atul, the Marketing Technologist - Hello Mr. Marketer! How are you doing?
Marketer (from the eCommerce brand) - Not great buddy! With the great amount of funding that we have received, the expectations are sky high.
But our Website traffic doesn’t seem to be stable and it‘s poorly going down. We also feel, Email Marketing is not working for us. The management is planning to rework the budget allocation for email marketing. In fact, Facebook Ads are giving us better ROI than what comes through emails.
A – Oh really! That’s a little disappointing. But trust me, based on my experience with email as a communication channel, it has always been one of the best revenue contributors for many of my client brands.
M – But that’s not the case with us. We have also been constantly implementing the best practices, like cleaning the data on regular basis, segmenting the database into buckets based on the User activity on email, maintaining the frequencies for these buckets, monitoring the domain and IP reputation on Google Postmaster, and so on. But the results are still low!
A – I am glad that you are following some of the best hygiene practices of email marketing. But, could you tell me how are you measuring the performance of your email campaigns?
M – We usually track the open and click rates. We’ve also integrated Google Analytics utm source in the links, which helps us collect information about the website traffic through a particular campaign. It also calculates the revenue generated through the campaign. These reports are further presented to the manager every week.
A – Okay! Also, tell me about a couple of other things:
- Do you know how much of this revenue comes from which segments? Active/Inactive/any other segments.
- Are you also tracking the churn rate of your contacts and the number of unsubscribes from the communications?
- And, how much of the database is turning inactive towards your email communications?
M – Ah! That’s a little confusing. Could you please explain?
A – It is important to understand why are your customers unsubscribing or going inactive. It’s even more important to understand their behaviour on your website. These customers might be active on your website - they must be coming to your website directly, browsing through different pages, and would also be purchasing some products once or more. Do you have any of these insights?
Image: Reasons why customers unsubscribe?
M – We have Google Analytics tracking in place to measure the traffic on different pages of our website. For every important activity (like Add to Cart, Cart Expiry, Check out, etc.) performed by the visitor, we send triggered email communications and an SMS when the visitor hasn’t open our email.
A – No! Google Analytics does not share individual data with brands. So, it’s a challenge to know each customer’s web behaviour individually. One size doesn’t fit all anymore!
Marketing Automation not only help you send triggered emails, but also track an individual’s web behaviour. We can further design engagement campaigns based on some of the payload data like the page browsed on specific category, time spent, number of pages viewed, product purchased, etc.
A research says, “50 percent of online traffic thinks brands must offer promotions tailored based on their past purchasing and browsing behaviour”.
So, how about we create some Smart Segments based on customers’ Website behaviour? Let’s take an example -
Think how relevant targeting like this would instantly help you re-engage with your sedentary subscribers and entice them to respond to most of your communications like they did before.The added benefit is, you can add subscriber’s attributes like Age, Location, and Gender that you have collected on the platform. Your segments become smarter and lets you craft communication that resonates.
M – Sounds interesting and helpful! So, how do we get started? Isn’t the integration process complex?
A – Its very simple! You can get started with Web Activity tracking with 3 easy steps:
2. Define the Events like Page Browse, Check out, Add to Cart, and so on.
3. Lastly, segment your database based on the customers’ website activity.
And there you are! You get started with Web Activity Tracking!
A healthy tip (which I share with every client) – Start running “drip campaigns” based on the inactive customer’s past website activity and captivate them to become active once again J
M: Hey! That looks doable! Thank you so much Atul! You helped me understand what Web Activity tracking literally is and how can I implement it. Certainly, Web Activity is really a must-do for every eCommerce brand.
Few days later (after implementing web tracking with Netcore Smartech)…
Mr. Marketer’s eCommerce brand is now enjoying increased number of active customers - both new and the ones who were once inactive! The marketing team is remarkably contributing to overall business revenue and the management has decided to stick to web activity tracking for almost forever!
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