subject: Why you should track your E-Mail marketing campaigns [print this page] Why you should track your E-Mail marketing campaigns
Tracking and data analysis is a vital component in any online marketing campaign. The internet is a very unique medium through which to conduct business as, in most instances, it does not provide you with a means through which to make face-to-face contact with the people who are looking at your products or services (as you may be able to do in a retail or market environment). Tracking enables you to gain the insight you require into the types of journeys that users perform that result in a sale or transaction through your site, and gives you the additional insight you need to be able to tailor your campaigns based on the returned data. This article will go into more depth into the types of information you can acquire through e-mail marketing tracking and what you should do with the data.
One of the best metrics you can obtain when tracking your e-mail campaigns is the number of people who have actually performed a transaction through reading one of your e-mails. This data is incredibly useful for a whole host of reasons notably because it allows you to get a gauge on exactly which campaigns are performing and also what you have done to make them perform. For example, say you have just begun delivering a course on blogging via E-Mail and this course has been delivered in conjunction with the launch of your latest product line you can gauge exactly how much your e-mail marketing campaign has contributed to the overall total sales in your new product range.
E-Mail tracking also enables you to identify how often people open and even click on certain links in your e-mails. What's more, you can revise your e-mails based on returned data and then perform some multivariate testing to get a better understanding of which template designs generate the most revenue for your business. Another useful option that many e-mail marketing tools provide is the opportunity to segment users into distinct groups based on their activities for example, you could create a segment of users based on whether or not they have made a purchase through one of your e-mails. Segmentation gives you the opportunity to be a lot more targeted in your e-mail marketing.
