Analytics for campaign reporting
Using Google Analytics for email campaign reporting
All good email marketing platforms offer standard post campaign reporting. The most useful statistics being how many were delivered, who opened the email and how many people clicked through to the website.
However, what do the recipients of the email do once they have clicked through to your website? What is your return on investment for the email campaign?
At a recent email marketing presentation I asked these questions to the audience and was amazed at how many people didn’t have a clue about the effectiveness of their email marketing.
The commentary below is a very simple way to measure the success of your email marketing using Google Analytics. This assumes that you are already using Google Analytics as your website analytics. If you do not please click here.
Step 1 – Create the unique tracking links to be embedded within the email campaign.
Click here to access the URL builder tool
Step 2 – Paste the unique tracking links into your email campaign.
Step 3 – Test the unique tracking links
It is essential, as with any email marketing campaign, that the links are tested thoroughly before sending.
Step 4 – Transmit the email
It’s time to push the button!
Step 5 – Campaign reporting
Within Google Analytics click on ‘traffic sources’ and then ‘campaigns’ within the sub navigation menu.
Click on the drop down and select ‘keyword’ to view the elements of your campaign that recipients have clicked on i.e. header image or enquire now image.
Click on the goal conversion tab to view any associated goals attributed to the email campaign. This is assuming you have goals configured on your account i.e. website enquiry or website order.