Using Google Analytics for email campaigns is a great way to track the progress of your email marketing campaigns.
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This is an era where email marketing is an efficient way of creating brand awareness, increasing sales, and strengthening customer relationships. Leveraging analytics to improve results is the wisest thing that any marketer can do.
Email marketing has become an indispensable tool for marketers today. Whether you use email templates or send personalized emails to your subscribers, being able to measure the effectiveness of your email marketing campaigns is as vital as staying connected to your customers.
This is only possible when you incorporate a robust analytics tool into your online platform. This is where Google Analytics for email campaigns steps in.
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Google Analytics for Email Campaign Tracking
Email marketing doesn’t end when you send your emails to your entire mailing list. In fact, that is actually where your email campaign starts. Some of the most important metrics that are associated with an email marketing campaign are:
- How many links were clicked by the recipients?
- How many new subscriptions were logged?
- Did many users cancel their subscriptions after you ran an email campaign? If so, how many?
As long as you don’t know any of this information, you will not be able to analyze your performance or figure out what went wrong. This means that you might never be able to expand your customer base and convert leads.
To make the most of your email campaigns, you’ll need a service that can help you analyze the performance of these campaigns.
Google Analytics is a tool that helps you map the entire route that a subscriber follows after they land on the landing page of your website through the link you included in your email.
Google Analytics helps you move beyond simply tracking the number of clicks and instead gives you an in-depth analysis of your email marketing campaigns. With the help of Google Analytics, you’ll know what works for you and what doesn’t.
The ability to look into the behavior of users on-site is what makes Google Analytics for email campaigns the best choice for your email marketing campaigns.
Setting Up Your Google Analytics Email Tracking
If you are planning to use Google Analytics for your email campaigns, you will have to sign up for a Google Analytics account. Once you are done with that, you will find everything you need in the Admin panel.
Step 1: The first step involves setting up your goals. If you are running Google Analytics just because it is recommended or only because other businesses are using it, it won’t do you or your business any good. If you have a certain goal in mind that you think Google Analytics can help you with, only then will you be able to make the most out of it.
Moreover, if the information that you are getting from this tool isn’t meeting your goals, Google Analytics is probably not the tool you need, and you should definitely seek out other options.
Google Analytics lets you choose from the following options; a goal template, a custom goal, or a smart goal.
Step 2: The next step is building the URLs. When you are marketing content, products, or services, you can never rely on any single platform. You have to make use of as many platforms as you have access to. If you’re posting about a new launch, promotion, or a new blog post, and you use a combination of email marketing and social media advertising to deliver this news to your audience, you’ll probably see a boost in your views and the visitors to your website. However, how will you know which advertising strategy brought in the most visitors?
This is where the addition of track-able URLs comes in handy. These links have corresponding Urchin Tracking Module (UTM) parameters or specific tags at the URL’s end. By incorporating these links into your posts and emails, you can track how much traffic is a result of your email marketing campaign and how much was a result of marketing on other platforms like Facebook.
The tagging of the URLs can be done both manually and automatically. If you prefer doing it manually, the Google Analytics URL Builder is going to help you build URLs the right way. Automatic tagging is a lot simpler and quicker. It lets you add UTM parameters when you reach the last stage of your email campaign creation.
Step 3: Once you have built the URL, the next step is to analyze the specific behavior of the visitors on your website. Creating advanced segments can help you with that.
Setting up Google Analytics Email Tracking is easy and quick. Once it is complete, you can start analyzing the success of your email campaigns and the behavior of the visitors on your website.
Google Analytics Reports
Google Analytics is known for its in-depth reports. The reason why Google Analytics for email campaigns works so well is that it provides its users with numerous reports that can help them see exactly how their email marketing campaign is performing.
1. Real-Time Report
With the help of Google Analytics’ real-time reports, you can check the exact number of users who have visited your website through your email campaign. Not only does Google Analytics tells you the number of visitors your email campaign generated, but it also lets you see the location of the visitors, the pages that they are viewing, and even the device they are using.
2. Overview Report
Google Analytics’ Overview Report provides you with a comparison of traffic. It tells you how many total visitors (sessions) visited your website and how many unique visitors (users) visited your website through the email campaign. The Overview Report also provides information about the number of pages a user visited per visit and also the bounce rate.
3. Campaign Report
If you want an overall review of how your email campaign is performing, the Google Analytics campaign report will provide you with all the information you need. It will tell you how many visitors visited your website as a result of your email campaign, the amount of time they spent on your website, how many pages they viewed while they were visiting your site, and most importantly, the conversion rate, and whether or not it met your predefined goal.
4. Behavior Flow Report
Sometimes, the number of visitors to your website and the pages they visited as a result of your email campaign may not be enough for you. You might want to dig deeper to really understand what you can do to convert these visitors into customers.
In that case, the Google Analytics Behavior Flow Report is what you need. Through this report, you can view the route a visitor took to your website, from one page to the other, after they interacted with your email campaign.
You can use this information to see which pages users are most likely to visit after they arrive at your landing page.
The Benefits of Using Google Analytics for Email Campaigns
Now that you know how Google Analytics can help you evaluate your email campaigns and make them better, let’s look at some of the benefits of using Google Analytics for email campaigns.
1. User Behavior after the Click
Most Email Service Providers offer their users standard metrics like the open, bounce, click-through, and unsubscribe rates. Google Analytics, on the other hand, provides insights into the behavior of the users after they click the link in the email.
Through Google Analytics, you’ll know exactly what the user did after they clicked on the link provided to them through your email campaign. If you know the path the user takes after they click on the link, you can optimize that path and make them more likely to convert into paying customers.
2. Demographic Insights
Google Analytics doesn’t just track your visitors’ movements; it also collects their demographic information. With just a few clicks, you will have information about the age, gender, location, interests, and the frequency of their visits to your website!
With this information, you can create specific segments (as discussed earlier) to roll out highly-targeted emails. When a customer receives content in their emails that suits their interests, it will make them happy, which, in turn, increases the chances that they’ll convert.
3. Comparison with Other Traffic Channels
With the help of Google Analytics, you can easily compare the traffic generated by your email campaigns and the traffic generated by other sources, such as social media, paid search, organic search, referrals, etc. This information will help you tweak your email marketing campaign to make it more fruitful for your business’s bottom line.
4. The Contribution of Each Email Campaign
Google Analytics doesn’t just let you compare your email marketing campaigns with your social media campaigns; it also allows you to compare multiple email marketing campaigns to see which one brings in the most visitors to your website.
This information will help you understand which source of traffic is working best for you.
5. Performance of Individual Email Links
You can evaluate the performance of each of the links you sent to your users through your email campaign. It’s possible that your subscribers liked the email content, but the landing page disappointed them, so they moved on to the next page.
The bounce rates and the time that your visitors spend on each page, combined with the demographics data, can help you gauge whether the content of your email campaign resonates with your audience’s interests, engages the visitors, and compels them to spend more time on your website.
When you know what links are creating the most user engagement on your website, you will then be able to modify your website’s content accordingly.
6. Offload Reporting Work
Analytics reports are basically documents that contain all the information collected by the analytics tool. If you’re compiling the content manually, it can put you under a lot of stress and will take up a significant chunk of your time. With Google Analytics, you can conveniently offload all the reporting work and rely on the reports that Google Analytics generates.
7. Automatic Report Distribution
If you run a business that involves stakeholders or partners, you can share the analytics reports with them periodically. Google Analytics allows your stakeholders to subscribe to your analytics reports. By automating report distribution, you will not have to worry about presenting the analytics of every email campaign to your stakeholders. This saves even more of your time.
8. Report Customization
In case you wish to control the amount of information you share with your stakeholders, Google Analytics provides you with the option to customize your email campaign reports. You can customize the format of the reports, depending on who you are sharing the report with – stakeholders, colleagues, or higher-level management. The incredible flexibility with the customization of the reports is one of the reasons why Google Analytics for email campaigns is a great choice.
9. Tracking of Email Opens and Clicks
With Google Analytics, you can keep track of the number of users who opened and clicked on the links shared in the email campaigns.
10. Real-Time Performance Tracking
As mentioned earlier in this article, you can collect real-time data with Google Analytics. With information ranging from the number of active users to the device the users are using to browse through your website, you can have all this real-time data right at your fingertips.
With the massive shift in the way that marketing is being done today, email campaigns are the newest way of staying connected with your customers. Google Analytics is among the leading analytics tools available in the market today, and it does not disappoint when it comes to collecting important information about your email campaigns. Google Analytics for email campaigns is a great choice as it relieves you of all the stress of collecting, analyzing, managing, and reporting your campaign data.
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