Marketing experts are obsessed with statistics and numbers. The company managers and owners need to know exactly how profitable their investments are. We are to calculate every website view and email click, knowing the promotional campaign results that are stated in sales increase, etc.
Email marketing is amazingly cost-efficient and profitable. According to the recent study, about 20% of recipients open the advertising messages that is an incredibly good return. Emails are non-intrusive; they let users read the ads when they have free time. Good, attractive and informative email signatures
make strong impression and make your target customers follow the links and contact the company.
Using the advanced marketing automation tool like EngageBay
we can measure important indicators, such as:
- activity (email number that are recently sent and received);
- open rate;
- unsubscribe rate;
- the message responsiveness.
Meanwhile, it’s essential to calculate the click rate. It can be achieved using Google Analytics, Email Signature Rescue or the similar resources and marketing tool. So, let’s check which technological tools exist nowadays and how to utilize them properly.
What is Google Analytics and Why is it Useful?
To get proper email marketing campaign results an advanced indicator is used. It is called CRT that is click-through ratio, showing the actual ratio of active users that click the link within the signature or view the email itself.
This ratio varies in course of time. Unfortunately, it decreases significantly since the first online ad campaign that took place in 1994. Therefore, we are to estimate it, using the certain web browsing elements. The rate is expressed in percentage and is computed by dividing the click numbers to the email deliveries numbers.
Meanwhile, we commonly know how many messages we have sent to the targeted recipients, but not how many are open be the addressees. Therefore, the special metrics or analytical services are used. Google analytics is efficient and the most popular one. It includes the following basic features:
- data collection;
- data managing and analysis;
- reporting and visualization;
- data activation;
- SEO reports.
The customers’ data are collected, managed, analyzed and presented by means of graphs and diagrams. The reports and figures can be filtered and segmented to reflect the real business results. Filters commonly exclude internal data; a test profile can be created to estimate the possible changes.
AdWords are based on the keywords you determine. They are used to be redirected to the relevant pages. This way you get the data about the ways how the concerned users visit your website and become your loyal customers.
Additionally, UTM codes are utilized to analyze the current email campaign efficiency. UTM means Urchin Traffic Monitor that is the task-oriented software necessary to track the content or email success and marketing results across the web. These codes look quite simple and send the relevant traffic to the certain Google page.
Every UTM code includes 2 components: a unique tracking variable to analyze the specific metrics and a UTM parameter that is:
- keyword term;
- traffic medium;
- content itself.
Thus, you can create the code, track it in the system that is Google Analytics and receive intuitive reports of your email campaign results.
How to set Google Analytics Up?
To start using the popular Google Analytics (GA) service, you are to follow some essential steps:
- log into the personal GA account and open the navigation bar on the left;
- click the “Source/Medium” dropdown and select the required time range;
- opt for “Email signature”;
- click on “Campaign”;
- get the data to analyze.
You can request a demo to see the possible results and goal values. Thus, the Google Analytics software and its navigation bar is intuitive, easy to use and beneficial for marketing experts. Analyzing the final email campaign results is an essential part of our professional work, and now it can be performed fast and seamlessly thanks to innovative automation tools.
Other Useful Services
But for the famous Google Analytics software solution, other useful services exist. For example:
The beneficial software solutions are commonly free, easy to navigate and use. They are customizable and coming with great, 24/7 customer support. Meanwhile, the packages are dissimilar; each of them has the certain benefits and downsides.
For instance, Clicky
is easy to view from a smartphone and navigate thanks to the interface that is amazingly user-friendly. It is feature-rich, including uptime monitoring and heat maps. Meanwhile, the software is not designed for tracking a large number of visitors, and its real-time analyzing feature is not too impressive.
is to be installed on your server to avoid monthly payment. It offers perfect Android and iOS mobile apps, including the customizable dashboard and goal tracking.
shows how many recipients are currently reading the messages. However, it is not fully integrated and not as powerful as GA.
Actually, all of available, free software packages are good and helpful. But they can’t be a good alternative and compete with the most popular, Google Analytics service. So, now you know perfectly well how to track the email signature clicks and you can select and use the available services and software solutions proficiently.
Ostap is a marketing professional (PMM) with 5+ years of experience in the software industry (B2B and B2C). Having worked with email marketing products and services, Ostap has a deep understanding of various email marketing strategies and solutions.