You’re ready to send out your newsletter. Your main goal is to drive traffic back to your site, convert that traffic into leads, and those leads into customers.
So, how do you tell which email marketing campaigns were successful? Easy. Use the Google URL builder to track your campaigns.
Note: There are many ways to use campaign tracking. In this post, I am only going to focus on campaign tracking as it relates to email marketing.
Campaign tracking simply allows you to add special tracking code to your URL, also known as ‘tagging’ URLs, to identify how users are getting to your site. For example:
Instead of using this link in your email marketing campaigns:
You would use this tracking link:
See all of those extra goodies in your link? That is the campaign tracking code.
Go to the Google Analytics URL Builder and follow these super simple steps.
Step 1: Enter the link you want to use to take visitors to your website.
Step 2: Add the three main parameters that you’ll want to track.
The tagged link will be automatically be generated below. Like so…
Step 4: Copy the link that you just generated, and paste it into your email newsletter instead of your regular “untagged” link.
Step 5: Repeat these steps for all of the links that you want to track in your email marketing newsletter.
If you want to see email deliverability, clicks, and open rates, just log into your email service provider and view the reports. If you want to see who actually converted, log into to your Google Analytics. If you haven’t setup Analytics, you’ll need to do that first. Use these videos that show you how to set up your Analytics.
Here are some examples of conversions you should track:
Once you’re logged into Google Analytics, go to:
Acquisition > Campaigns
Here you’re going to see how many visits you received from your campaign, how long they stayed on your website, how many pages on average they visited while they were there, and the bounce rate (the percentage of people that saw just one page and left your site).
To find actual conversions, look towards the bottom right of the report, just below the line graph. You’ll see a ‘Conversions’ dropdown box. Select which goal you’d like to measure. In my example, I’m using the newsletter sign up goal.
Now you’re able to see visits and goal conversions for each email campaign.
If you go back and look at trends over time, you can see what types of articles people spend more time on and which ones are more successful. To find out what type of visitors your site has, you should read this post on visitor personas and 80’s video games.
Now you’ll be able to see who is actually converting from your email marketing efforts and adjust you messaging accordingly. If you have any additional tips, please leave them in the comments below!