When setting up an Email Marketing Campaign or paying for an Electronic Direct Mail (EDM) service it is important to be able to track how successful the campaign has been. How many people clicked back to your site? What pages did they go to?
Some of this information can be found in your Business Catalyst Email Marketing Report but what about how many customers went on to make a Transaction or Convert using a form or subscription? What about measuring the performance of your banner ad or link when advertising through other Companies Email Marketing?
Normally, any source traffic generated from email marketing is attributed to the web-based email client like mail.google.com (gmail) or is classed as Direct. But then we still don't know which email campaign this came from and if it was from an email you sent last month or last year.
This is where the power of Google Analytics comes in. Campaign tags allow us to track visitors who click a link in your Email Campaign and have it attributed to the campaign name itself within Google Analytics. We basically build a custom URL which passes information like 'Campaign Name', 'Campaign Source', 'Campaign Medium' and 'Campaign Content' to Google Analytics to track when someone clicks on it.
So for example your tagged link could include -
- The Campaign Name of your email marketing campaign ie. 'Email 14 Aug 13'.
- The Campaign Source who is the company sending the campaign ie. 'Business Catalyst SEO'.
- The Campaign Medium which is the method of Advertising ie. 'Email'.
- The Campaign Content ie. '20% SEO Discount'.
We would then build the Campaign Tag using URL Builder. For the example above, the new URL would look like this - http://www.businesscatalystseo.com.au/?utm_source=Business+Catalyst+SEO&utm_medium=Email&utm_content=20%+SEO+Discount&utm_campaign=Email+14+Aug+13
Then once this URL is clicked on, in Google Analytics under 'Campaigns' this URL will be available to review under the term Email 14 Aug 13 along with all statistics and analytics available about this referral session. If you have multiple links within this campaign, you can click into the Dimension 'Medium' to see a list of all the different links that were setup within this campaign and their relative success.
This is a really powerful way to assess your Email Marketing success and understand exactly what customers are doing once they get to your site. It also helps you gauge the ROI for EDM's and advertising on other companies Email Marketing.
Talk to us about setting up Campaign tags for your Email Marketing and get all the feedback you need to understand your Online Marketing success.