Google Analytics: Email Marketing - Measuring Beyond the Click
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Measure the effectivness of you online marketing with Google Analytics. A simple method to discover which emails are creating conversions, repeat visits and mutple page views.
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Google Analytics: Email Marketing - Measuring Beyond the Click
- 1. Email Marketing Measuring Beyond the Click With Google Analytics uk.linkedin.com/in/iainmacaskill/
- 2. Just to introduce myself
- 3. Full Marketing Strategy Our Niche Google AdWords SEO TAILORED CONTENT WEBSITE Primary CASE STUDIES WHITE PAPERS BROCHURES SERVICE DESCRIPTIONS VIDEO CONTENT SOCIAL MEDIA DATABASE(S) ON-LINE inbound OFF-LINE outbound DIRECT MAIL ADVERTISING EXHIBITIONS REFERRALS NETWORKING TESTIMONIAL S Visibility 24/7 Email Campaigns Existing Customers New Customers
- 4. Google’s mission is to organise the world’s information and make it universally accessible and useful. Google Mission
- 5. 3 Core Tools
- 7. Relevant Message with Style Mobile First
- 10. Allows the addition of unique tracking tags to the links within your email newsletter What URL Builder does for me?
- 11. You can identify which links within each email is winning your customers clicks Measure their on-site behavior and the volume of those clicks that convert Why URL Builder Matters
- 12. The URL Builder
- 13. Four fields are required Website URL – The page you’re linking to Campaign Source - Where the traffic is from, Newsletter Campaign media – the type of source, email Campaign name – your name for the link How to Use URL Builder
- 14. These are our detials ∗URL - https://www.eventbrite.co.uk/edit?eid=16103494987&preview=1# ∗Campaign Source – eventbrite-presentations ∗Campaign Medium – email ∗Campaign Name – eventsMarch01 and they return this 118 Character URL ∗https://www.eventbrite.co.uk/editeid=16103494987&preview=1&utm_source=eventbrite&utm_medium=email&utm_campaign=event# ∗URL Shortener http://goo.gl/GOq1AE URL Builder Example
- 15. ∗ Login to Google Analytics ∗ Select Acquisition, Campaigns Finding the numbers
- 16. An example
- 17. ∗ Define the objective for each Marketing Campaign ∗ Create a naming convention for your tags ∗ Measure the success of each Channel ∗ Discover your subscribers interests Campaign Wide
- 18. Discover how your email marketing is converting Implement URL Builder across your digital marketing Beyond the Click
Editor's Notes
- Welcome I wanted to put this presentation together to show how to measure success with Email campaigns effectively with Google Analytics
- Just to introduce myself my name is I work for And we’re a Google Partner which means our Team have passed their Google AdWords exams and we operate within the Agency Rules as laid out by Google.
- This is how we see Marketing, On the left the different online mediums, the digital; channels On the right the off-line channels Across the base the types of content we put out as bait to attract clicks And in the big orange box the services we provide, a quick note on SEO, its morphed recently into “following the Google best practices for web design.” Arguably Google is the thought leader in web design
- Always keep this in mind, Google was founded in 1998 and much of their success has been attributed to sticking to their mission and developing their ability to deliver highly relevant search results in an instant.
- I must to mention the three core tools Google Provides as it is essential you are aware of the three Google Webmaster Tools manages your websites relationship with Google, it confirms everything is working as it should and the site is performing well Google Analytics holds all the traffic data for your site Google AdWords is the platform for all of your Paid Search Campaigns, PPC, Display Ads
- Success with email marketing comes from how relevant your message is to your audience. Selecting the right audience over spamming the world. You must segment your list by their interest to ensure you are providing a relevant message.
- In this example from the retailer and Marketing Masters John Lewis, you can see their emails are designed for mobile Your audience are increasingly likely to view your marketing email on their mobile so you need a simple design that will work well on mobile, Notice the content of the email is very thin, their goal is to drive traffic back to the John Lewis site, convert that traffic into customers. So… how do we measure success with that traffic
- Many email Marketing platforms will give you great statistics on the success of you email campaigns and stats on the behavior of people looking at the email, But they cant tell you who converts, the figures often feels vague and disconnected. We only care about what is generating Conversions
- Thankfully Google provides a Free tool that intergrates with Google Analytics and allows us to measure all activity including Conversions with Google Analytics?
- This is a whole different approach, a bit of planning is required but what it will deliver is clear numbers within Analytics on the content your customers are finding most interested. And the content that is leading to the most conversions.
- Looking at page open rates or click rates provides no real value in terms of understanding customer behavior. If you’re campaign involves sending six email marketing newsletters am mouth this tool allows you to separate out which email are leading to conversions.
- Here is a worked example, we add the details to produce the long URL and to make it more manageable we employ a URL shortener to make it more manageable. And that’s the production covered, use that url in your email and your tags will appear in Google Analytics.
- As you can see our Campaign names are coming through in Google Analytics,
- Follow across all the way to your Goal conversions. See which activities are creating conversions.