Leveraging Google Analytics in your email marketing campaigns can drastically improve your results. These simple tools can help provide valuable insights into your subscribers and help win back potential customers you may have lost along the way. Some of these tools are more complex than others, but they all aid in producing the best results for your email marketing campaigns.
- Goal Setting. While this feature is a simple one, the way you utilize it could significantly improve the results of your email marketing campaigns. A goal through Google Analytics allows you to keep a record of a page that you specify when a visitor has gone to your website and shown interest in your product/service. Whether that’s a newsletter sign up or a contact us form, setting a goal will allow you to see when you meet these goals. It will also help you analyze your leads and customers, and better understand their preferences and behaviors so that you can appeal to them in a way that will produce great results.
- Email Campaign Tracking. Connecting your email marketing campaigns with a web analytics solution like Google Analytics can help drastically improve the effectiveness of your email marketing campaigns. By using a tracking code from your email system, like ClickDimensions, and putting it on your web pages, it allows you to track when an individual clicks through from your email campaign to the website. “Beyond the click tracking” helps you to analyze the interaction with different pages or review the bounce rate. Analyzing this information will allow you to gauge and test what is working for your potential customers and what isn’t. Maybe the page you linked the email marketing campaign to doesn’t provide the information that your subscribers need or maybe the font choice or color selection isn’t engaging enough. By reviewing the data this tracking provides, you can analyze your efforts and try something different next time.
- Email Campaign Tagging. Google Analytics allows you to create UTM tracking for all your email templates and individual email assets. Once you do this, you can easily track, report and analyze the performance of your email marketing campaign. Learn how to set up UTM tracking with your ClickDimensions emails in this blog post. Once your campaign tagging is set up, you can see where the traffic is coming from, where they went to on your website, how long they stayed on your website, and whether they completed a goal or even converted to a sale.
By utilizing these Google Analytics features and tying them into your email marketing campaigns, you will be able to differentiate between active or non-active subscribers, and formulate a plan for engaging those that aren’t actively engaged with your brand. When trying to understand customer behaviors, remember to test and measure everything, whether it’s the wording on the campaign, the color scheme of the campaign or the landing page that the campaign connects to. Analyze this information, apply changes and measure the effects of those changes, so that you produce better results for your business and your customers.