10 Tips For BoosTing Email markETing roi
GooGle AnAlytics ecommerce
In Google Analytics eCommerce, you can gather dataabout purchases and thereore customer preerencesrom a Thank You page with implemented trackingcode. By using use this eature, you can create and selectthe segments in Google Analytics and capture visits andpurchases rom the email. Many marketers also create asegment to link revenue to email campaigns, and thendo a comparison analysis between email campaigns ordierent marketing channels, SEO, PPC and social to ndtheir most eective marketing channel.
GooGle AnAlytics GoAls
Goals are a page view - serving as conversions or yoursite, like a thank you page. Goals can be used to track newsletter signups, email list subscriptions and contactorms. Goals use “unnels” to design a path you expectvisitors to take on their journey toward converting to thegoal. Funnels in an ecommerce goal can include landingpages or the checkout process, or unneling a customerto your newsletter sign up orm.
TiP 3:inTeGraTe GooGle analyTics
Email marketing reporting tools can only ollow subscribers upto the point where they click-though the call to action buttonand land on the website. Then web analytics takes over. UsingGoogle Analytics can increase the reporting capabilities o yourESP and provide you with more insight on the relevancy andresponse o your email marketing campaigns. Increasing rele-vancy will ultimately increase your subscriptions and subscriberresponse rates. Typically, marketers using Google Analytics arebetter able to gain click through and conversion insight by emailmarketing campaigns. The data provides better understandingo subscriber behaviors, which allows marketers to specicallytarget messages to their audience.Google Analytics will specically track the pageviews o thesubscribers that clicked through the call to action in your email.You can directly measure their behavior ater hitting the land-ing page and you will know which converted to your oer, theother inormation they reviewed and any other action they took on the site. Reviewing the subscriber behaviors will help youdevelop more relevant email messages and landing pages or abetter ROI.Google Analytics oers several capabilities you can use to boostemail marketing ROI. Conversion tracking - eCommerce andGoals are some o the best tools to determine marketing cam-paign revenue. Use conversion tracking in Google Analytics tocollect two categories o ecommerce data: transaction data anditem data. The transaction data identies the elements o theoverall transaction. The item data species the items purchasedin the transaction. This data compiles into Google Analytics re-ports. When sending your email campaign through Mailigen,you can create a Google Analytics UTM code and add it to all thelinks in your email message. Once sent, the inormation or eachclick is stored in your Google Account and can be identied bythe UTM tags: source, medium and campaign. Once the data isready, you can createadvanced segmentationby using criteriarom the UTM tags such as “source = email”. I you have alreadyset up Google Analytics Goal tracking on your website, you mayactivate segments in the reports and view how much o the seg-ment has reached the goal or conversions.Using the data elements available, you can vastly increase yoursegmentation and tailor your email marketing messages basedon the preerences o the customer.