Email marketing for many businesses is a significant driver of traffic and revenue and there are some excellent email marketing campaign tools out there such as MailChimp and Campaign Monitor which offer the ability to create and send effective emails. The problem with these tools is the reporting options that they offer, although impressive, is limited to email interaction data such as open rates, clickthrough rates, bounces and so on. Conversion, sales and revenue data isnt readily available however except in limited instances e.g. I believe MailChimp has a module that will work with Drupal sites to measure sales. Our good old friend Google Analytics enables you to track email sales and traffic.
Google Analytics as you probably know is exceptionally powerful and useful for measuring traffic and revenue (if your site is ecommerce) and measuring the performance of your online marketing campaigns. If you’re like me you also want all of your online sales data to be accountable and know how exactly how those sales occurred and from what traffic sources. This also applies to email campaigns. I want to see not only how much traffic email produce but also how many conversions, sales and how much revenue. Email tracking with Google Analytics is relatively easy to setup and to get all your email campaigns reporting accurately so you can really understand and perfect your email campaigns.
How to track email campaigns with Analytics
Im going to assume you already have your goals and/or ecommerce tracking setup in Google Analytics if not see here and here. To get your email campaign data showing accurately you simply need to tag the hyperlinks in your emails properly. I use this tool.
Id suggest calling the source ‘newsletter’ or ‘sales email’ or whatever is more applicable to your email communication type. Label the medium ‘Email’. Label the campaign name accordingly e.g. ‘Winter sales’ or ’20th May’ or whatever it is that you want to identify that specific campaign as. You can also use the the campaign name or content field for doing AB or multi variate tests. For example if you are sending 50% your list one message and 50% a slightly different message you could edit the urls accordingly and then see which version produces the best conversion or sale results.
To see the traffic, conversion and sales data just check out your all traffic reports and view your email traffic. To view data about specific campaigns or AB tests apply the secondary dimension dropdowns in the same report and view campaigns and/or ad content dimensions. Thats it! Now you have the ability to track email sales and traffic with Google Analytics.