5 Steps to Optimize Your Email Marketing Using Website Data

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Your email marketing strategy and business website share many common goals.

Both are designed to help you:

  • Nurture leads and increase user engagement.
  • Optimize your marketing messages for conversions.
  • Better understand user behavior and interactions on your website.

It only makes sense that you bring both marketing channels together to make your marketing efforts more impactful! Now you might be wondering: How would I go about linking my email marketing with my website? Before we jump into that, it’s important to take a step back and understand why you should implement a cross-channel marketing strategy in the first place. So, if you’re ready to supercharge your email marketing and optimize your website for conversions then let’s get started, shall we?

As a savvy email marketer, you probably already know how important it is to send out personalized emails to your contacts. But that’s not enough to convince them to make a purchase, check out your blog, or even sign up for a free trial. Here’s the deal: to convert leads into paying customers, you need an effective way to monitor what they do after they interact with your email. Ideally, you’d want to send them to a landing page or a personalized product page on your website. This is where your website takes over and guides the visitors through the rest of the customer journey. Seems simple enough, right? For many successful businesses, facilitating the flow of information between their email marketing and website (and vice versa) has become a crucial part of their cross-channel marketing strategy. Considering that customers who shop on more than one channel have a 30% higher lifetime value, it’s easy to see why. It allows them to deliver unified customer experiences across multiple marketing channels. Here are some of the best ways to develop an integrated email marketing and website strategy for your business:

1. Create Email Segments Using Website Data

Segmenting website traffic is traditionally distinct from segmenting your email list. The thing is, since you’re already segmenting your audience for email marketing, why not take things a step further back? That’s right! Instead of making segmentation a mutually exclusive effort, you can leverage website data to create email segments. And those of you who’ve already defined their email segments can instead validate email segments with the website data they collect. A little validation never hurt anybody! With Sendlane 3.0, you can place a unique identifier in the URL that takes recipients to your website.


This way, you’ll be able to see whether each segment interacts with your marketing messages the way you want them to. Pretty cool, right? Here are some actionable tips to help you use website data to create (and validate) email segments:

  • Create (or validate) email marketing segments using a URL parameter.
  • Monitor the behavior of each segment – from the time they land on your website to when they exit.
  • Optimize your marketing message for the stage of the sales funnel they’re in.

2. Track Email Marketing Attributes to Deliver Better Customer Experiences

Did you know that you can use your email list to better understand how leads interact with your website? And then use that data to optimize your email marketing campaigns? Sounds too good to be true, but hey, it works! One way to do this is by routing email prospects to landing pages based on their expressed (or collected) preferences. You can use this approach to label all of landing pages so that each one offers a personalized user experience. Personalization Level: 9000. With Sendlane’s Beacon technology, you can set up website and event tracking to track your contact’s on-site activities.

Mix it up with a little bit of simple A/B testing and you’ll be able to determine which test variant works best for segment. Here are some actionable tips to help you track email marketing attributes and drive user engagement:

  • Segment visitors who land on your website from an email or email marketing campaign.
  • Determine which predictive attributes help deliver enhanced customer experiences and lead to conversions.
  • Optimize those specific attributes and your marketing message to convert your site visitors and email prospects.

3. Map Email Marketing Engagement in Your CRM

Of course, you’ll also want to keep track of how individual visitors interact with your website so that you can target specific content to them. Imagine all the possibilities! The first step is to map email marketing engagement to your CRM. In other words, you need to determine how visitors interact with your site. This involves learning about ...

  • Which pages they visit on your site.
  • Which buttons they click on your site.
  • Which specific email marketing campaign they clicked through from.

… and adding it to your CRM. The simplest way to do this is by using a unique identifier in your email marketing campaign URLs. Sendlane 3.0’s Beacon takes the heavy lifting out of user behavior tracking. It lets you keep track of user actions on your website from the time they first land on it to when they become customers. The best part is, once it’s set up, it pretty much runs all by itself! Here are some actionable tips to help you get started with a step in the right direction:

  • Place a unique identifier in the email marketing campaign URL.
  • Map visitor behavior and interactions in your CRM using the unique URL.
  • Use this information to segment your email prospects and site visitors.
  • Target specific content at each segment based on their interactions.

4. Optimize Emails and Landing Pages Through Testing

The problem with traditional A/B testing is that you’re either testing your email marketing messages or your website landing pages. What if there was a way to test both in one go? If you think about it for a minute, you want to be able to:

  1. Share your marketing message with your contacts.
  2. Get them to land on your website.
  3. Convince them to act on your conversion goal.

Ideally, you’d want to optimize your emails and your landing pages in a single A/B test. After all, if visitors are going to interact with both channels – email and your website – then might as well collect data from both channels to better understand user behavior. Makes sense, right? This way, you’ll be able to check whether personalized content targeted at predefined email segments converts leads into customers or if there’s room for improvement. Here are a few actionable tips to keep in mind:

  • Run a single test for directing predefined email segments from marketing emails to landing pages on your website.
  • Monitor analytics from both channels to gain insight into user behavior.

#5: Use Behavioral Data for Triggered Emails You can set up targeted email campaigns to be activated when a lead takes a specific action or meets a predefined condition. And all you really have to do is make the rules! With Sendlane 3.0’s Cross-Channel Marketing Automation features, you can trigger an email or SMS to be sent automatically based on your contact’s actions.

5. Use Behavioral Data for Triggered Emails

You can set up targeted email campaigns to be activated when a lead takes a specific action or meets a predefined condition. And all you really have to do is make the rules!With Sendlane 3.0’s Cross-Channel Marketing Automation features, you can trigger an email or SMS to be sent automatically based on your contact’s actions.

Welcome Emails

You probably send some sort of a welcome email to new prospects when they subscribe to your email list or sign up for a free trial. You can use this as an opportunity to share content with users to get them to interact with your website. Here’s a quick look at how Realtimeboard tackles welcome emails:

Notice how they’ve shared some useful tips on how to get started and included a bright CTA to get readers to log in to their account? That’s a win in our books!

Lead Nurturing Emails

Lead nurturing emails come in all shapes and sizes. You might activate an email sequence when a prospective lead checks out your product features landing page or pricing table.

Here’s how Remote uses an engaging email to invite leads to look for jobs:

See how they use their email to encourage users to complete their profile by letting them know how they’ll benefit? It’s super-effective.

Post-Purchase Emails

Most websites collect customer email addresses when confirming an order or accepting registration information. As an email marketer, you can send them order confirmation emails and promote other products to keep customers engaged with your brand. Here’s a quick peek at how Uber does it:

They mention the recipient’s travel information in the post-purchase email which acts as an order receipt and enables the customer to see the value in their offering. Customer Satisfaction (Feedback) Emails Once users become familiar with your product, you can send them more targeted emails to collect their feedback. You can use this information to better understand what users want and how you can deliver even more value.Here’s how Netflix collects feedback from viewers:

See how they send customers satisfaction emails – personalized with their name – with a red CTA button directing them to a survey form on their website?

Ready to Bring Your Email Marketing and Website Together?

You need to focus on more than just optimizing your email marketing strategy. Instead, look for a holistic approach that combines other channels – like your business website. This will help you better understand user behavior, build long-lasting relationships with your customers, and increase your bottom line!

We covered a lot in this article, so here’s a quick recap:

  1. Create email segments using website data to see if leads are actually interacting with your messaging the way you want them to.
  2. Track email marketing attributes to see which ones enable you to deliver better customer experiences.
  3. Map email marketing engagement to your CRM and target specific content at each segment or user group.
  4. Optimize both emails and landing pages through testing in one go to gauge their combined effect on your marketing strategy.
  5. Use behavioral data to up triggered emails based on user interactions or predefined conditions.

Do you agree that a cross-channel marketing strategy paves the way for you to grow your business? Let us know by commenting below.

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