Source: Kathleen Maher, Email Product Manager, V12 Group
Most email campaign reporting applications report on number of emails delivered, opens, clicks and opt-outs. Although helpful, this information is not sufficient to determine the real success of the campaign. For instance, what happens if the visitor didn’t convert online but viewed the contact page instead? What if they viewed three product pages and intended to come back later to purchase? How many clicked on a link to visit the site and then left immediately, but came back late through the home page of the website?
To truly measure the performance of an email campaign it is important to be able to track behaviors once the consumer clicks onto the brands website pages. To do so you will need to tag each of the links in your email so that you can track the clicks from the email.
By examining the results in your web analytics application and not just in your email program you can learn a lot more about what people did after they clicked through to your website. You can look at the content that they viewed, how long they stayed on the site, where they left and actions that they took while they were there.
This information is invaluable in estimating the actual value of the email campaign beyond immediate conversions and can assist you to develop future campaigns.
Most website analytics tools provide a simple tag/code that is tied to each link included in the email creative. An example is Google Analytics. The cost to do so is very minimal.
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