How to Measure the Effectiveness of Email Marketing

How to Measure the Effectiveness of Your Email Marketing Campaigns

Email marketing can be a very powerful medium for any company to advertise its products or services. However, more times than not, companies often miss the point when it comes to measuring their email marketing campaigns.

What many don't know is that each link you provide back to your website can be measured. Therefore you can measure how effective each message is that surrounds a link, similar to how we would manage and test our website landing pages.

Your email message contains the same "hot zones" as your Web page and would therefore act in the same way as your Web page. Each hot zone that we create should also contain a link back to our website, as some form of a call to action. Your call to action may be to download your latest White Paper, print off the month's coupon offer, or to purchase a product for 25% off; anything that we want our reader to take action on and bring them to our website. Once we have them to our website, our hard work of making our website conversion friendly will begin to pay off.

So how can we see which links within our message are "hot"?

With the use of Website Analytics and Google's URL builder, we can assign a unique naming convention for each link that goes back to our website. With your unique URL and a specialized landing page for each link, you can track what link in your message users clicked on, as well as their navigation paths through your website. Tack on a conversion goal for each landing funnel and there you go. You can easily measure the ROI of each email marketing message.

You can even go as far as A/B testing for different layouts of your messages. What you should note, is that your reason for your email will always be the main copy, with different calls to action scattered down the margins, header, and footer of the page. You will soon then have a format that is optimal for your audience and can stick with it. Any deviations of click patterns through your website should indicate that it may be time for a change and we than go back to the drawing board to find a new formula for what will help convert our readers.

Happy emailing!