A lot of email marketing is tracked using email SaaS, such as Constant Contact. It is great for testing open and click through rates using different subject lines, content and graphics. However, it is easy to drive people to your website with provactive emailers. What are your visitors doing on your site is all that matters. To start tracking email to your site and within your site, sign up for Google Analytics, if you already haven’t. It is a free and powerful tool that was made available only a few years ago.
Tracking email response with Analytics is easiest if your ad is in HTML format. If you don’t, you will be able to track traffic only from one source and it won’t be tagged to follow it all the way through your site. One way to track traffic without setting up an HTML emailer with link tracking is to create a landing page specific for the email campaign. We did this for a client who had to rush out an email to announce a recent purchase that had to be moved in 10 days. Analytics was able to show us the quality of the traffic while we were testing multiple subject lines. Just using this method, we saw a 40% increase in leads from his previous email blasts. In other words, 40% increase in business, just from doing some simple testing with Analytics.
Using link tracking, you can test for all the links in your email, and see which elements are driving traffic to your site. Then you can follow the traffic to determine the quality from each link. Suppose your email has several offers or products to pitch. With Analytics and link-tagging, you can see which elements lead to a quality visit, lead or even a sale. Use that data to determine the best emails or elements within an email and test variations of those. Using this method, your campaigns will get better over time.
If you want to tackle link-tagging, Justin Cutroni from Epik One, has a great link-tagging tutorial. The learning curve for Google Analytics is a bit steep, but worth it for all online marketing – including email marketing. I have encountered so many people who do not even do basic subject line testing and just wing it. There are too many tools available that will help you wring a lot more business from your existing email lists. In these challenging times, you should not waste any opportunities.
If you are interested to see how Analytics can rev up your email campaigns and pump up your profits, contact us.