Chances are high that you, as an online organization, have famous “subscribe now” button on your webpages that let’s visitors subscribe to the (weekly) newsletter. And chances are high that in your newsletter software you can observe all kinds of statistics like ‘clicktroughs’, ‘opens’, ‘bounces’, etc. But what happens next? And how do your customers read your newsletter? How do you measure the return on your e-mail investments?
Ok, so how can we enrich these data? How can we learn more about how our newsletter is being read by our customers? Most e-mail marketing software packages provide us with information about opening rates, and bounce rates and stuff like that. They offer us the statistics of how many e-mails received their destination, and how many e-mails were actually opened by their receivers. But after that receivers go to your website via the newsletter. And what happens next?
Using Google Analytics
When you have created a properly functioning Google Analytics environment on your website the next step becomes relatively easy. Google has this application in called Campaign tracking. It lets you define the following elements:
1. Campaign Source. This term identifies the name of the source of the link. For example, when using these tags for social media you can enter “Twitter” of “Facebook”, when using it for email marketing call it “Newsletter” or “Newsletter_eGovernment” when you have multiple newsletters.
2. Campaign Medium. This therm is used to identify the campaign instrument used. In the case of email marketing, your medium is ‘email’. In the case of social media this is “social_media”.
3. Campaign Term. This term is used to identify paid keywords in google adwords campaigns. I would suggest using keywords that specific newsletter like “week14” or “no14”.
4. Campaign Content. This term can be used to describe the content that the link refers to or to check what kind of keywords stimulate clickthrough behaviour.
5. Campaign Name. This identifies the name of your campaign. The Campaign Name helps you differentiate between various campaigns or unique messages within each. Most Email Marketers use their message subject line or other identifying value for this parameter.
Google provides a free tool that can be used to generate URLs: http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&hl=en
Once you arranged this, and also have a Google Analytics E-commerce environment you can even track what you earn with email marketing. When you create reports from these data it’s easy to calculate what you earn (directly) with your email marketing activities.
Using software like ClickTale
Succes in improving your online newsletter measurement!