Stop spending, start analyzing: Email marketing and the mistaken attribution

Stop spending, start analyzing: Email marketing and the mistaken attribution

Over 25% of all e-commerce revenue comes from email marketing; the power of email on your bottom line is undeniable. A lesser-known but equally important statistic is that 31% of subscribers who open your emails (but don’t click through from the email) are likely to visit your site within five days.

If you have an email list of 5,000 and an open rate of 10%, that is up to 50 new visitors to your site within a few days of your email. If you hit even the average e-commerce site conversion rate of 2–3%, that means one new purchase a week, if not more.

31% of subscribers who open your emails (but don’t click through from the email) are likely to visit your site within five days.

Have you been able to see these kinds of stats in your own marketing campaigns? ecoIf you haven’t seen the proof in the pudding for yourself, it’s probably because your attribution modelling doesn’t include this data. These anonymous visitors are more than likely attributed to other sources, such as your retargeting efforts, rather than your email marketing. Imagine the money you could save by identifying where these anonymous visitors actually come from rather than throwing cash at retargeting and email without all the proper information.

Mojn recently did a study with Kuoni that suggests shifting 25% of your digital marketing budget from retargeting to automated follow up emails increase conversion rates more than spending the same amount on retargeting.

The power of your own content should not be overlooked. Retargeting and other paid media is failing to draw the conversion rates of unique content such as that contained in emails.

Retargeting and other paid media is failing to draw the conversion rates of unique content such as that contained in emails.

Combine that with true start-to-finish data sets, such as true attribution models that tell you where your traffic is coming from, and you will have real data transparency that gives the opportunity for even better optimisation on emails and beyond.

So the trick is in finding that hidden audience, and where they come from. The Mojn Network is an innovative tool that identifies your anonymous users and enables you to send relevant, targeted emails to engage them. You can match email opens across device with onsite purchases to truly attribute your purchase sources and know where to allocate your marketing dollars. In the end, using such a service expands your ability to get traffic back to your site – and money in your coffers.

Send emails that change everything