Running a successful email marketing campaign depends on proper tracking and analysis. I mean, you may know your open and click-through rates using email marketing platforms like MailChimp, Campaigner, Emma or Campaign Monitor. However, you cannot measure the number of leads and customers you are making with email campaigns.
Fortunately, email platforms integrate directly with Google Analytics so you may assess how many recipients are clicking on your emails, landing on your webpage or going on to become leads or subscribers. In this article I’ll discuss 3 simple steps to measure the success of your email marketing campaign with Google Analytics.
Setting UTM Variables for Email Tracking
In order to successfully track your email campaign it is important to set up campaign tracking variables or UTM variables. For instance, integrating Google Analytics on your website will track your traffic sources like direct, organic search, social media, referral, and so on. However, for emails if you don’t set UTM variables traffic driven to your website from emails will be classified as direct. UTM variables are parameters to add at the end of your links in the email so Google Analytics may know from where a user is coming from.
|Without UTM Variables|
|With UTM Variables|
Notice the extra parameters at the end of destination URL. You can either manually tag all your links or use automatic tagging if you are using email platforms for running a campaign. These tags actually tell Google Analytics where the traffic is coming from. To manually tag your links in the email you can use Google Analytics URL Builder which allows you to easily get a tagged link by giving some simple information like Campaign Source, Campaign Medium (which will obviously be email when tracking a campaign), and Campaign Name. Once you’ve provided all the information you may simply copy the code provided and use it on buttons or CTAs and link it in your email. Alternatively, you can tag links automatically using an email platform like MailChimp, Campaigner, Emma or Campaign Monitor, depending on their requirements.
Create Advanced Segment for Email Tracking
Advanced Segment in Google Analytics filters visitor data like visitors from search and emails. You can simply add a new segment by clicking on the Add Segment button above the standard report section. From the left menu set Traffic Sources for the Medium Field select Exactly Matches as Email, click Save when complete. To find a new segment in report you can use the same Add Segment box.
Reviewing Reports to Measure Success
Just like the traffic on your website you can easily track your email campaign success by Google Analytics reports. Three of the most popular reports for email response tracking include:
Real Time Report: If you’ve just sent an email to your list of recipients you can see the current web traffic driven by the email campaign through this report. If you are running multiple campaigns at the same time you can break down to see which campaign is working for you.
The Campaign Report: Similarly, you can compare the performance of multiple campaigns by simply going to Acquisitions Overview, make sure you Campaign Medium Email advanced segment is turned on. Also, if you have set up goals against campaigns you can also track conversions.
The Overview Report: This report tells you how your campaign is working for you to get web traffic in comparison to other sources like organic search, social media, referral, direct, etc. You can see the visits your campaign drove to your website, along with the number of unique visitors.
In the end, you can get an in-depth look at the success of your email marketing campaign by enabling Campaign Tracking and setting up Advanced Segment, so you can improve and see what works for you and what not.