Putting your email performance under the microscope

I think I’ll finish up the week with a third article on getting more from your analytics, covering something else I see time and time again: not recording the traffic from your email marketing campaigns. This really isn’t that difficult, although all the talk of “tagging links” can seem a bit daunting from the outside. Fortunately I don’t have to go to the effort of writing an in-depth guide, because an acknowledged expert has already done it. Have a read of Email campaign tracking with Google Analytics by Dave Chaffey on Smart Insights. Once you’ve started seeing the visitors from your emails analysed to the same detail as the visitors sent by other websites, you’ll never look back. It’s a different world to saying: “there’s a big spike in traffic called ‘not set’ that day, I expect it was the email we sent out about then”.

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