Tracking your Email Marketing efforts: Where to start?
When all the steps of your email marketing guide have been followed – goals have been set, the email message has been created and distributed, and time comes to track the message. Bounces and opens are mandatory – if people aren’t receiving or opening your message, then there isn’t much to track.
According to Monica Sims, “Clicks are a great place to focus when considering the following things”:
– Do the articles interest your customers enough for them to read more?
– Where are people clicking on the message? Are they clicking on promos at the top or the bottom?
– Finally, once customers arrive on your website, are they spending time there reading or browsing some more?
Once you get answers to the above questions you can follow these steps for a complete cycle of tracking for your email marketing efforts-
- This information can be gleaned from the click report in conjunction with your website traffic. With this data, it is easy to make adjustments to the messages, which will, in turn, increase performance
- You must make sure that you are providing links for your customers to learn more. If an entire article is in the email, customers have no reason to visit your site and explore everything you have to offer
- You must also ensure everything that is clickable has a unique URL (even if it leads to the same place as another URL) – if you do that, each link can be tracked separately. This will let you know if your customers are clicking on a headline, a link in the copy or an image that is associated with the article. This information gives you the insight into what should be clickable in your next newsletter.
- Take a look at which articles or promos have the most clicks. Are they promos at the top or the bottom of the message? Are they the promos that you thought would perform the best? Answering this question you can make adjustments and/or test your hypothesis with a split test on a subset of your list. If the promos at the bottom of the message are getting the most clicks, it’s time to move them further up in the email and vice versa.
- Try to figure out how much time people spend on your site after clicking from an email and you will quickly realize whether you are providing them with the information that is supported by what you do. For example, if you sell gardening products and the articles in your monthly newsletter talk about gardening techniques and how to use your products, then people will be interested and spend more time on your site.
But remember, these are just few of the steps involved in getting the right message in front of your audience at the right time. Testing subject lines, time of day and many other variables are essential to the success of your email marketing campaigns.