A short tutorial and example showing how to track your email marketing campaigns by tagging links in your email with Google Analytics
I was prompted to write this how-to post since some email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren't aware it can be used for email tracking "beyond the click". This means that as well as getting reporting in your email marketing system on opens and clicks for your sends, you can also isolate visits from email in your Google Analytics to see which pages are viewed and whether visitors convert.To set this up email tracking you will need to tag your email with 'Google Analytics campaign tracking codes as explained later with the example in this article.
Once you're using tracking, Google Analytics segments can be used to isolate visitors referred from email to understand their preferences and behaviours. This really helps prove the value of…
Chart of the Day: After all your hard work creating your email, do you know if it arrived at its correct destination?
Firstly, let's make sure we know exactly what deliverability is.
If our marketing email arrives in the subscribers' inbox, that is a successful delivery. However many things could affect our emails deliverability, like Internet Service Providers (ISPs), bounces, spam issues to name a few.
In today's chart, the question asked, "How do you monitor and improve deliverability?" It is good to see that the majority do monitor it in some form. 37% test messages for the spam score and optimize before sending. Although still, 28% say they do nothing.
You need to monitor your deliverability. For example, if you are having high bounce rates, it could mean your domain is on a blacklist somewhere. And ISPs take notice of reputable blacklists like SpamCop.
With deliverability, you don't want to be complacent.…
Chart of the Day: What challenges you when it comes to email marketing? Part 3 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. This is the third of my four part series pertaining to issues faced in email marketing.
We will be looking at the following during the course of the series:
Targeting & Segmenting
Subscriber list growth
Main email marketing goal.
The third challenge in the series is "Tracking results". Tracking results isn't necessarily the issue, but knowing what to track is. Having the correct Key Performance Indicators (KPIs) is extremely important because you need to know if your campaign has performed well. But metrics vary from business to business.
In the chart, we see that the Subscriber list growth is the highest metric tracked at 25% and on the other end of the spectrum is the open rates…
Are you struggling to measure the impact of your email program and is reporting taking too much time?
Then, you might want to consider tracking your email efforts in Google Analytics (GA). Here are ten rock-solid, performance-driven reasons why you should do just that:
1. Capture Email KPIs After the Click
“Don't skip this part - what happens after that email click will either deliver high conversions or kill the most valuable offer you ever had.”
Avinash Kaushik, Digital Marketing Evangelist, Google
Most Email Service Providers (ESPs) offer a fairly standard set of metrics that track the performance of your email, including open, click-through, bounce rates and unsubscribe rates.
What is really rare?
Insights about user behavior after the click.
Why would you need after-click insights?
Email is a core digital channel and marketers spend a great deal of time building their mailing lists. In fact, list building is a top challenge for most marketing specialists.
Email has never been so important to marketers
Email marketing is a key part of any digital marketing strategy, and often is one of the most powerful tools for delivering ROI. New research on the chalenges of email marketing from the DMA shows that, increasingly, it is being conducted in-house, rather than left to an agency. However, marketers continue to struggle with measuring ROI and often suffer from a lack of useful data on customers. Take a look at this new infographic from the DMA to see the results of their recent results of their email marketing research.
I interviewed Lauren Smith from Litmus, the email analytics software provider about some of the latest changes in the email marketing industry and what marketers can do to make the most of them
Email is consistently ranked among the most effective forms of digital marketing. The DMA's 2015 national email client report found that email has an average ROI of £38 for each £1 spent, which is spectacularly high. Given its effectiveness, email marketing is used by all kinds of businesses, from micro-businesses to the very biggest. To make the most of it you need to keep up to date with all the latest changes to platforms and tactics, which shift rapidly as ESPs launch new ways to view mail and mobile and desktop operating systems change the ways certain elements are displayed.
To help keep your email marketing efforts up to date, I interviewed Lauren Smith from Litmus, who are experts…
Predict what your email database will do to improve your click rate
The growth in Data Science techniques during the last few years has generated a vast interest in using analytical techniques to optimise engagement on email campaigns. Whether a company wishes to compare the performance of two email templates, compare the performance of multiple email templates or see the association between several characteristics of an email and a single metric, Predictive Analytical techniques allow them to acquire the answers they need.
Below we are going to outline 3 techniques you can implement from ‘getting started’ lists of around 500 subscribers, to highly advanced models geared towards enterprise users.
Understanding Sample Size
For these techniques to make sense, it is important to have a basic understanding of statistical significance and what size of list may be required for your tests to be useful. Very basically, the larger the sample size, the more statistically significant…
Going beyond opens and clicks to evaluate and improve subscriber engagement with your email programmes
How engaging are your emails? It’s likely that you review open and clickthrough rates for individual email campaigns and newsletters, but can you measure and prove how engaging your email marketing is on a long-term basis across multiple emails starting with the first welcome email. Dan Hare showed that it's challenging - he presented data which shows between 50-90% of subscribers may never open or click in a 6 month period.
In this article I’ll show some more advanced techniques we recommend to assess subscriber engagement which go beyond the basic email metrics of delivery, open and clickthrough rates.
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Justine Jordan from Litmus answers our questions about Gmail, giving some great, deep advice for email marketers
Gmail is a growing and popular email client which is the second most important email client by market share. Since it has such great reach and it has its own set of pros and cons email marketers need to be clued up on the way Gmail feature affect their email open rates and how they display. We interviewed Justine Jordan from email experts Litmus to delve into the detail of how Gmail should be taken into account when email marketing.
Gmail on Mobile
Question 1. How is the trend towards mobile affecting opens in Gmail?
In November 2013, Gmail began to cache images for emails opened in a web browser or a Gmail mobile app. Cached images are stored on Gmail’s servers, and loads the same images from the same servers for everyone. As a…
A new whitepaper shows how to prove the contribution of email marketing to the business
Email marketing frequently appears in the top 3 when marketers or businesses are surveyed about what digital marketing channels deliver the best ROI.
The latest benchmarks from Custora from August 2015 looking at to what channels drove the most sales for e-commerce sites demonstrates the continued importance of email as a marketing channel.
There can be no doubting that email is a powerful tool for marketers, especially when you harness the insight collected from subscribers profiles and behaviour to send targeted messages. You can use this data to segment your list based on user behaviour and send personalized emails to each subscriber - no other channels enable this. This will help you generate better results than if you are just broadcasting the same template…