Sometimes, you would want to track the effectiveness of your email marketing campaign. How do you start ? What do you look out for ? and What are some of the key things to consider.
This lists some key things to look out for when tracking the effectiveness if your email campaigns
- Get access Access to email service provider which you use to send your emails and start looking into their analytics and stats panels.
- Understand all the emails sent during the time duration under consideration
- Get the UTM codes which were used in the emails and analyse them in Google Analytics
- What destination are the customers being sent to in the emails ?
- Which UTM codes were used to track that.?
- Track those UTM codes (in Google Analytics)
- If you are not sure what UTM codes are , Search for them in Google and watch videos of it on Youtube. It is a great way to track the conversions and see the customer journey
- How many people were the emails sent to ?
- How many people acted on the call to action in the emails sent ?
- Your email service provider should give you a bounce rate ratio ; how many bounce rates, among other metrics?
- Check and really UNDERSTAND the customer journey from sent time to purchase time.
- Compare the call to actions of the emails in the time frame
- Example if 10 people were sent an email and 3 opened , what really happened to the remaining 7 people and Why?
- Maybe the remaining 7 are bounced back, no longer active, did not have the right emails, etc
- How is the email being sent in the first place?
- How is it been created in the first place
- Any particular call to actions?
- If customers come to the website through the sent emails, what page do they go to from there?
- Are the emails been sent to the right target audience?
- Are the calls to actions using the right keywords in the emails themselves?
- Are target keywords and fonts in the emails been highlighted or emphasized enough to prompt readers to respond to the call to action?
- Are the redirect-landing pages in the emails sent to the correct offers?
- What device and browser types did the target audience use the most?
- Device they are using… phone, tablet, computer, the right font being used?
- Were the emails well optimised for these devices?
- Did the call to actions and redirected landing pages optimised for device being used.
- For instance if the target audience happened to have used more of the phones to read their emails, were the landing pages, and call to actions optimised for email browsing?
- Slice and dice the call to actions and other features on the landing / and redirected pages. Just like AB testing
- Check funnel pages; are they optimised for the target audience?
- Look and dive into the UTM codes for specific granular insight
- Do your calculations to see the conversion rates and how the issues above affected the conversion rate
- Do the necessary changes and keep testing
Credit to Terry Adeagbo : A Big Data Specialist
