Email marketing metrics like open rate and click through rate are crucial but, at the end of the day, they don’t paint the whole picture. Your B2B company could be sending out top-notch emails with amazing content but without website tracking, we’re only left with a handful of metrics to look at. So, while the number of clicks from email may be increasing, it’s hard to tell how successful you actually are.
According to a Hubspot Study, three-quarters of companies agree that email offers “good to excellent” ROI. However, only 23% say they have integrated their website and emails to track what happens after a click. Without getting a look at the whole picture, there seems to be a big discrepancy in these two numbers.
Don’t make the same mistake that 77% of companies make by not tracking what happens after the click. Dive deeper into your e-mail marketing data and really begin to measure your success with a simple two-step process.
The first step in measuring your success is tracking, tracking, and more tracking. Google Analytics plays a key role in this and is one of the most important tools for any B2B marketer. By simply placing a snippet of code on each page of your site, you will be able to:
Here’s how you can set up post-click tracking. The best part about setting up Analytics tracking – it’s easy to understand and it’s free to use. Once you’re set up, you will be able to discover a new world of performance tracking for your email marketing campaigns.
It’s time to dive deeper into your e-mail marketing data and begin to measure your success. Once your tracking is set up, keep your eye on these key metrics:
Google Analytics has you covered when you want a deeper understanding of how a campaign has performed. Think about the goals you want to achieve, create valuable content, and track your results with deeper understanding than you’ve ever had before. It’s time to turn those opens and clicks into valuable insights.
Need A-Z help with your B2B email marketing? Learn how to produce a successful B2B email newsletter with 7 simple steps by reading our B2B Email Marketing Guide. Take the first steps towards generate an email newsletter that produces results for your business and generates repeat visits to your website. Need a 1-on-1 consultation? Contact us now.
Interested in learning more about GA? Read Google Analytics 101: Which Metrics to Look For and Why to see additional metrics that are key in measuring performance on your B2B website.