Behavior tracking: Website and email tracking
One of the easiest ways to find out more about your customers and their needs is to track how they engage with your email marketing efforts and how they navigate your website.
Define your segments by how people interact with your website or campaigns. You can add custom events to suit your needs and build out segments based on the links people click, the pages they visit, and their abandoned carts
Use Google Analytics to track user journeys, pages visited, and key conversion points, and tap into your email marketing provider to track:
Determine how many people open your emails. The average email open rate sits between 15% and 25% depending on your industry. If it falls below this percentage, you might need to re-think who you’re targeting and what they need from you.
Click Through Rate
The click through rate in your emails will show you how interested your customers are in what you’re offering. The higher the click rate, the more likely you are to be sending out the right information. Track which pages and links get the most clicks, as this will show you which topics, subjects, and products your customers are most interested in.
If you’re getting insightful replies from your prospects, chances are you’re sending them good information. Track how many replies you get from each email to determine how engaged your customers are with different topics and at different points in their journey.
How quickly do people leave your website? If you’re directing prospects to certain pages on your website but they’re not sticking around when they get there, there’s a high chance you’re missing the mark with the information you’re offering them.