Tracking Email Marketing For Your Website

Email campaign tracking helps you understand how users respond to your emails. This means that it can be difficult to keep track of the numbers, analyze the click-through rate, check the return on investment, etc. And even if you manage to get around the numbers, it can be difficult to find out the primary factors that influenced your email campaign.

Tracking email marketing

Why track email campaigns?

Email tracking includes checking parameters such as:

  • Email open rate
  • Bounce rate
  • Lead generation
  • Email CTR
  • Conversion rate
  • ROI etc.

Tracking these metrics will help you measure your success over a period of time. It helps in identifying areas that need improvement, finding new strategies and creating more effective campaigns for better email performance.

Email tracking combined with A/B testing helps compare how users respond to different campaign versions.

Overall, such an analysis also helps in making rational decisions about what your subscribers want and the budget and resources you need to plan for it.

Data obtained from various email metrics can help provide important insights into what subscribers like, the type of subject line they are interested in, the call to action (CTA) that works best, etc.

Why google analytics for email tracking?

Google Analytics helps you map the user journey from the moment they enter your website after receiving emails, to when they click on calls to action.

You can track which links in your email copy managed to get the most clicks. Tracking clickthrough’s through GA provides deeper insights into user behaviour.

  • Get a complete overview of the user journey from the moment they visit your website to the moment they leave it.
  • Visualize complex data as graphs and statistics.
  • Define your own goals for each site page. Every time a visitor meets the goals, the tool will show it as a conversion.
  • Monitor market performance and gain insight into various marketing strategies, which further helps in future strategy planning.

Why you should track your email marketing metrics?

Simply put, metrics are data that allow you to track specific aspects of your operations. When it comes to email marketing, specifics we might talk about include open rates or what browsers people are using. Metrics are an important aspect of any business strategy because they allow you to take action based on solid data. Taking action without first looking at your metrics would be like shooting in the dark.

Visits by email marketing source

This metric shows us how many times our website was visited during a specified time period, broken down by email marketing source. The source in this case would be a specific email campaign. With this information, I can see at a glance which campaigns are most effective in driving traffic to my website. I think when it comes to marketing, we can often forget that the customer experience includes every touchpoint, even the mundane ones.

Email click rate and email click rate by title

This metric is also available through data calculations. Two representations of this metric in our dashboard now give us more information. As with email Open Rate, this is a great health metric that allows you to track the quality of your body and CTA. For the second, I chose emails click rate by title to see exactly which emails have the highest click-through rates.

Conclusion

Email marketing success in this area will require you to become familiar with a tool or two as well as a few trackable metrics. It may take some time, but this article offers a guide to the tools and metrics that will give you the most time. Google Analytics is a simple and powerful tool that can be very effective when you need to closely monitor your email campaigns.