Email analytics serve as a treasure-trove of perception and numerous unexploited opportunities. Apart from keeping tabs on the total number of email subscribers you presently have and getting each day, there are several other crucial things you should take into account:
Open Rate – This is percentage of subscribers that opened your last email.
Bounce Rate – The percentage of emails that failed to make it into inbox of a subscriber.
Click-Through Rate – This defines the percentage of subscribers that click a link in your last email.
Opt-Out Rate – This determines the percentage of subscribers that unsubscribe from your email list.
Prioritizing click-through rate should serve as the metric for improvement. You must do all it takes to get people open your emails and click the links in them.
Determine the Best Time to Send Emails
Email list is different for each industry. It is advisable to experiment with varied sending times and dates when the best results can be seen. Try conducting some split tests (A/B tests). These will help you know about the best times for open and click rates.
The peak purchase times are ideal place to look for the best email sending times. This provides you with insight into online habits of your customer. This information can only be tracked if you have Google Analytics setup for ecommerce. In case, your clients are buying from your site early in the morning; that would be the best time to send emails. This is the time they are online and can see your emails.
Popular email marketing services, such as MailChimp have a special feature “timewarp” which lets you to send an email. This email will team up with time zone of each subscriber. For instance, if you wish to send out an email for 10am on Wednesday, timewarp will send out that specific email for 10am on Wednesday in the timezone each of your subscribers.
Step 1: Set up Google Analytics on your website. Now use UTM (Urchin Tracking Module) parameters to track how these links fare in your email marketing campaigns. UTM allows Google to track specific links and provide detailed insight to you on various ways users navigate your website content.
Step 2: The percentage of traffic opting into email list can also be tracked to know the kind of traffic that converts best and the place where your visitors are converting. A confirmation page for sign up or “thank you” page is needed for redirecting visitors soon after opting into your list. This page should be integrated with Google Analytics code.
Step 3: Go to Conversions under the Reporting tab. Go to Overview under Goals.
Step 4: Once asked to “Set up goals”, click it. Now set up your first goal by clicking the button “+ NEW GOAL”.
Step 5: Assign a name to your goal. Now leave the ‘Goal slot ID’ as default. Choose Destination for Type. Click on ‘Next Step’.
Step 6: Add information into Destination field under Goal details. This will serve as the URL of your “thank you” page (not full URL). This means if the URL of your ‘Thank You’ page is http://www.abc.com/thankyou/ simply enter /thankyou/ into this field. The rest can be left as default.
Now you can track all of your email list sign ups. If you want to know how the list building campaign fares, simply go to the Reporting tab of Google Analytics and see what’s under Conversions and Goals within the left menu.