E-Commerce Insights: 5 Online Metrics to Maximize All That Data
Have someone spend time getting links. Track the effectiveness at doing so. If you use an SEO firm, it should be able to provide this report; if not, change firms. If you do SEO yourself, consider using analytics software to track this data, such as Enquisite.
5. Inactive E-Mail Subscribers
How many e-mail subscribers do you mail who haven’t clicked or opened in more than three months? The common wisdom is that you need to mail everyone on your list because e-mail is so much cheaper than sending a catalog. However, you can increase deliverability and response from your best buyers by suppressing inactive e-mail addresses from most mailings.
ISPs heed to what shoppers do with your message. If they see a high percentage of your list opening and clicking, they’re quick to deliver the messages. If you’re mailing to a bunch of inactive addresses, the ISPs will hold your mail, shunt you to a junk e-mail box or not deliver at all.
Mailers sending messages once a week ought to mail to inactive e-mails once a month — send a reactivation offer, anything to get them opening and clicking again. Mail your inactive addresses two to four hours after sending to your good names.
Larry Kavanagh is founder and CEO of DMinSite, a provider of e-commerce and e-mail solutions for multichannel merchants. Reach him at (859) 547-5501 or firstname.lastname@example.org.