Knowing how many (and which) recipients opened your message and clicked on your links can be very useful information. These metrics can help you to improve future response rates and target recipients who showed interest in your last campaign. GroupMail customers with a GroupMetrics account can add open rate counters and tracking links to their campaigns right from within GroupMail.
Do you want to start measuring the effectiveness of your email campaigns?
If so, read Add GroupMetrics Integration to GroupMail
We will be performing regularly scheduled maintenance on the GroupMetrics servers on Wednesday, July 2nd at 10am GMT.
During this time, all of your email tracking data will be collected as usual and all tracking links will remain active. No disruption to email tracking is anticipated.
While this maintenance is taking place, between 10-11:30am, GroupMetrics users may not be able to create new tracking campaigns.
If you have any concerns or need additional information, please don’t hesitate to contact our GroupMetrics support team.
If you are using GroupMail email marketing software, you can add your recipients Email addresses into your GroupMetrics tracking link using a merge field. This will enable tracking reports to be generated that show who (specifically) clicked on the links in your message.
Getting email recipients to click on a link in your message is only part of the goal of any email marketing campaign. While click-through rates are extremely important; ultimately you want those clicks to turn into new customers, members, participants or subscribers. If you consider email marketing to be a two-lap race, the email itself could be considered as the first lap and the landing page (that page that the email message links recipients to) could be considered as the second lap. To win the race, you need to perform well on both laps.
Your landing page is the springboard to customer conversion. Some will jump off the board and convert to a customer, member, participant, reader, etc. Others will become anxious of the board and will climb down rather than jumping off. This is often referred to as abandonment.
To maximize the conversion rates of your landing pages, you want to decrease friction and anxiety. There are several ways to do this. One is by offering incentives which offset the friction and anxiety.
Marketing Experiments provides some interesting analysis of landing page conversions and offers some practical case studies which demonstrate how specific changes can increase conversion rates.
“…In this clinic we looked at two case studies where Landing Page elements that overcame the value inhibitors of Friction and Anxiety increased Conversion. The increase attributed to these elements in one test was 162%…”
For the full report, read Improving Conversion by 162%
Last year, I wrote an article about different metrics that are used to measure the effectiveness of email marketing campaigns. I stopped short from discussing how to track conversions using web analytics tools.
“…One thing that all marketers share is their penchant for measuring things. How many people responded to a certain creative campaign? Did more people click through on our email newsletter after we changed from HTML to text? What was the conversion rate on our new landing page? The bottom line is that measuring the results of marketing campaigns is important; and not just to marketers.
Here are three different measuring sticks that you can use to keep track of how effective your marketing campaigns are, from initial click to ultimate conversion…” continue reading
Russell McDonald from iMedia Connection picks up where I left off by explaining more specifically how web analytics tools can be used to provide relevant measurements for the conversion activity of your email campaigns.
