FYI: You’re not allowed to track indivuals in Google Analytics

You’re not allowed to track individuals in Google Analytics cos it’s against their Ts and Cs

I’ve seen it in a few blogs from media agencies and and ESPs and I’ve discussed it myself that from email campaigns it is possible to use a recipient’s unique identifier, like their email address, as one of the utm values. This sounded like a great idea as then you can do propper profiling for your recipients and target them better.

I have not seen anywhere on blogs and google alerts etc. saying that you are not allowed to do that but I was having my regular chat with the marketing manager of @apexauctions who said that they also thought of that but while exploring the technological side of it found out that it is against the Ts & Cs of Google Analytics.

I immediately googled it and alas yes! Google Analytics Support says no to personal identifiers and then the Google Analytics Blog also says no, but it took people to ask to find this out.

So don’t do it.

I think it must be something to do with data controller laws and liability. You’d think they be all right seeing as they have Gmail?

I know there was a big noise from the states about people not wanting to be tracked to that level but I thought that was mainly from people who looked at porn and don’t want their wives getting porn adds when they are served by IP?

I for one am fine with better and more relevant adds

Disappointing but understandable.

The unusbscribe experience and the preference centre

For Clickz Stefan Pollard, in Why a Good Unsubscribe Experience Is Important (Oct 7, 2009) gives us a reminder that the opt-out experience of a recipient could not only stop them unsubscribing but it could also help us retain more subscribers. It is a good read and sparked an idea…

This balances in very well with Preference centres.

I would obviously have a preference centre to better profile my recipients but also I would tie in an optout survey. As well as letting people opt-out you could also ask if they could tell you why and depending on their answers you might even be able to handle their objection. For instance, if they are opting out and they tick the “you send me too many emails” box, you could inform them of the preference centre’s ability to control the number of emails. If they tick the “relevant content” box you could tell them about the ability to tell you about what they want to be emailed about, etc. etc.

So as well as begin able to find out why people leave you could even try to give them the information that they were missing in order to help their decision. After all all we want is to give them the content they want. WE can’t make them want it but we can help them help us!

Obviously as long as you don’t make the actual act of unsubscribing difficult to the point of them hitting spam, you still need that one click unsubscribe functionality. Maybe kick it in after they have opted out through the confirmation landing page.

The key for an ESP would be to enable customers to personalise the form.

At the very end of the day, it is all about profiling and permission.

The better profiling you do the more permission you get!

Email Insider: Pre-Header Tips

Preheader text is HTML text that appears before or sometimes within the header of an email. It’s important and growing in popularity because of the prevalence of image blocking by email subscribers and the increasing use of image-unfriendly mobile devices to view email. Those two trends make preheader text vital as both a promotional and functional tactic.

Here’s what you need to know about these two preheader text elements…read on
Chad White, Tuesday, September 22, 2009, 2:30 PM
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Gotta love the preheaders, I also like Mark Brownlow’s take on putting the call to action in there but I can’t find the post now? How annoying!

EMR: Email software popularity: 5 lessons for your list

In “Email software popularity: 5 lessons for your listMark tells us how to get even more from email depending on on your recipients’ email client.
Even though the email standards project guys have tried gallantly we still have no real html standards but we are close and some of the ISPs have updating their clients to be more in with the standards the industry know it should be working with. Mobile is still a bit of a git though!

Any as per usual Mark Brownlow has nailed it, read this and have a play with some of the tools he suggests.

As Fingerprint is from the same guys as Litmus, this functionality should be in every ESP pretty soon.

I was having a chat with the one of the Web guys from Pure360 and he said he’d seen the patterns and it might even be do-able in the platform as part of the normal delivery report? fingers crossed for the next-next feature upgrade. It won’t be in the next one because Automations is out in December – very exited!

Twitter Email Marketing List – Just Email Marketing

I get pretty put out when someone gives me a gem every 50 tweets but the rest are pitches about their software, ads for seminars and webinars or telling me what they had for breakfast.
This list has the people I have seen being the most consistent dedicated email marketing tweeters.
It won’t be perfect but it is the best I have found, so far:

Blue Sky Factory

Another classic from the guys at Blue Sky Factory:

5 MORE Things All Email Marketers Need to Know
Reports, templates, and lists – oh my!

There are many aspects of an email marketing campaign. From building a list to analyzing campaign results, email marketers have a lot to keep track of. I recently posted a basic list of 5 things all email marketers need to know, but was asked to do a similar list with information that’s, well, a little less basic. (And while you’re here, save some trees. Just click on the image to the right.)

Ask and you shall receive. Here goes…read on
October 29th, 2009 by Amy Garland