google analytics: email marketing - measuring beyond the click

Email Marketing Measuring Beyond the Click

With Google Analytics

uk.linkedin.com/in/iainmacaskill/

Just to introduce myself

Full Marketing Strategy

Our Niche

Google AdWords

SEO

TAILORED CONTENT

WEBSITE Primary

CASE STUDIES

WHITE PAPERSBROCHURES

SERVICE DESCRIPTIONS

VIDEOCONTENT

SOCIAL MEDIA

DATABASE(S)

ON-LINE inbound

OFF-LINE outbound

DIRECT MAIL

ADVERTISING

EXHIBITIONS

REFERRALS

NETWORKING

TESTIMONIALS

Visibility 24/7

Email Campaigns

Existing Customers

New Customers

Google’s mission is to organise the

world’s information and make it

universally accessible and useful.

Google Mission

3 Core Tools

Relevant Message

Email Marketing

Relevant Message with Style

Mobile First

Measuring traffic

Measurement & Campaigns

Allows the addition of unique tracking tags to the links within your email newsletter

What URL Builder does for me?

You can identify which links within each email is winning your customers clicks

Measure their on-site behavior

and the volume of those clicks that convert

Why URL Builder Matters

The URL Builder

Four fields are required

Website URL – The page you’re linking to Campaign Source - Where the traffic is from, Newsletter Campaign media – the type of source, email Campaign name – your name for the link

How to Use URL Builder

These are our detials∗URL - https://www.eventbrite.co.uk/edit?eid=16103494987&preview=1#∗Campaign Source – eventbrite-presentations∗Campaign Medium – email ∗Campaign Name – eventsMarch01

and they return this 118 Character URL ∗https://www.eventbrite.co.uk/editeid=16103494987&preview=1&utm_source=eventbrite&utm_medium=email&utm_campaign=event#

∗URL Shortenerhttp://goo.gl/GOq1AE

URL Builder Example

https://www.eventbrite.co.uk/editeid=16103494987&preview=1&utm_source=eventbrite&utm_medium=email&utm_campaign=event

∗ Login to Google Analytics∗ Select Acquisition, Campaigns

Finding the numbers

An example

∗ Define the objective for each Marketing Campaign∗ Create a naming convention for your tags∗ Measure the success of each Channel∗ Discover your subscribers interests

Campaign Wide

Discover how your email marketing is converting

Implement URL Builder across your digital marketing

Beyond the Click