email analytics Articles
If you’re anything like me (like just about all email marketers, really), you want to know how effective your emails are at getting subscribers to open and read, click through to your site, and make purchases.
On the other hand, you may be concerned that your tracking links are getting fewer clicks than a link straight to your own domain would, because:
- Links that go to a tracking domain, instead of to your own website directly, may cause some subscribers to not trust a link that doesn’t point straight your website, causing them to not click through.
- If your readers are aware of (and sensitive to) the fact that their response is being measured, they may be less likely to click through.
So how do you get the best of both worlds? How do you track response while maintaining trust?
The Trouble With Old-School Click Tracking
Traditionally, tracking clicks involved a trade-off: you gain insight into what your subscribers are most interested in, and what they respond to, but your links point to a tracking site, which after recording the click, redirects the subscriber to your site.
For email marketers who send plain text messages, this is particularly noticeable, since you can’t link up text or images in a plain text email — you have to put the URL out there for all your readers to see.
If you weren’t comfortable doing that, you either didn’t track clickthroughs, or you did it using your website tracking software (which, while useful for getting aggregate information, didn’t allow you to do much with the data to target groups of subscribers).
It’s time to leave old-school click tracking behind. There’s a better way.
Track Clickthroughs Using Your Own Domain
You don’t want to send subscribers to a third-party site.
But giving up the tracking and segmentation opportunities that click tracking offers isn’t an option — not if you’re serious about creating relevant, focused campaigns.
While we were developing the new Email Web Analytics tools to track sales, page views and other subscriber activity, it occurred to us:
So we built own-domain click tracking into the new tools.
RSS Subscribers: See how it works in the short video on our blog.
This is just one of the benefits of using the Email Web Analytics tools we recently released.
You Can Use This With Your Plain Text Emails (HTML Ones, Too!)
One of the more interesting pieces of feedback we got when we initially released the Email Web Analytics tools was that it wasn’t obvious to our users who send plain text emails, that these tools would be of any use to them.
Apparently we made it sound like the benefits of these advanced segmenting and targeting tools were reserved for those who send HTML messages.
I want to point out right now: that’s not at all accurate. (And sorry if I made it sound that way before!)
You can use own-domain click tracking, along with the rest of the Email Web Analytics tools, with plain text emails too! It’s not just for HTML emails.
Hope that clears things up a bit
How to Start Tracking Clicks on Your Own Domain
- Current AWeber users (signed up before May 20th):.
(If you don’t see the upgrade prompt, contact our Customer Solutions Team and they’ll be happy to help you upgrade.)
- New users (since May 20th):
Read "Track Clickthroughs Using Your Own Domain"
Two of the biggest challenges you face when running an email marketing campaign are:
For years, you’ve used email stats as well as website analytics software to see what gets people to visit your site, go to different pages, and ultimately order your product or service.
Starting today, you can better understand your customers’ and prospects’ behavior.
Introducing Email Web Analytics Tools
Today, we’re rolling out a brand new tracking and targeting features that enable you to better understand and address your subscribers’ needs and wants. We’ve been teasing you for weeks about them, and today, they’re ready for you.
Here are just a few of the things you’ll be able to do:
For more details on Email Web Analytics and how you can use it to increase sales and profits, read on.
New Reports: Track Campaign Activity Over Time
This data is helpful in many ways. Not only can you use it to decide when to send your email newsletters, but if you’re planning website maintenance, or are launching a new product, you can schedule those events and any announcements about them accordingly.
These reports are available not only at a list-specific level, but at an account-wide level that lets you see aggregate data for all of your email campaigns.
Plus, as you can see in the image at right (click to enlarge it), you can not only see total opens and clicks, but also unique opens and clicks. Which brings us to the next set of relevancy and revenue-boosting tools…
Track and Target Subscribers Based On Activity
…but wouldn’t it be a lot better if you could see who did and didn’t click, and talk to each group directly?
With the new analytics features, you can:
There are really too many possible uses for this to list here, but you can see one example in yesterday’s teaser post.
and much more. With the data you’ll collect, you’ll be able to segment and target your subscribers in a multitude of ways — and we’ll be adding even more segmentation and targeting as we go!
Find Out Just How Much Money Your Campaigns Are Making You
Or maybe how much tests and changes in your campaigns can raise your sales?
One of the most powerful features of the Email Web Analytics tools is the ability to track your revenue — not only from direct product sales, but also from other revenue-generating activities.
For example, click the screenshot at right to see just a few of the sales we’ve tracked back to subscribers to our Test Drive.
Email Tracking + Website Analytics = Better Insight Into Your Subscribers
Most email tracking stops at the click.
However, with AWeber, you’ll be able to gain more insight into the your subscribers’ behavior by relating what they do with your emails to what they do on your website.
It’s not just about what they do with your email, it’s about how they interact with your business afterwards.
Track Activity Through Your Own Domain, Not Through a Tracking Domain
Hate having to use a tracking domain to measure clickthroughs?
With these new tools, you can track subscriber activity without passing them through a third-party site.
But What About My Website Analytics Software?
If you’re using software like Google Analytics, don’t worry… it’s 100% compatible with our Email Web Analytics (as you can see from the last screenshot, we’ve been using Google Analytics and Email Web Analytics simultaneously for months).
What’s great about doing this is, you can still benefit from the insight your website analytics software gives you anonymously into new visitors to your site, then, once they become subscribers, you can use the Email Web Analytics tools to create laser-focused email marketing campaigns based on their email and website behavior.
Market Your Business Like a Fortune 500 Firm
Here at AWeber, we strongly believe that email marketing isn’t just for the “big boys.”
If anything, we feel that small and medium-sized businesses are much better at building and nurturing relationships that are the core of successful permission-based email marketing campaigns.
That said, the type of analytics tools that you can now use to build your business at AWeber were previously only available to those “big boys.”
Until now, you simply couldn’t get your hands on tools like these for less than thousands of dollars per month (plus setup fees and all the other rigmarole that goes with enterprise software).
So while you’ll see that our pricing has changed with these analytics tools, we feel (and think you’ll agree) that the value of increased understanding and focus on your subscribers’ activity far exceeds these small changes.
(Oh, one other thing — for a lot of people, the cost of AWeber with these new email analytics tools actually goes down!)
“How Do I Start Using The New Email Web Analytics Tools?”
All new AWeber accounts will automatically have access to the new features.
Existing AWeber users: you’ll have the option to upgrade starting later this week by accepting the new pricing plans. If you don’t want to upgrade at this time, your current pricing will stay the same.
Thanks, and we hope you’re as excited about better understanding and targeting your subscribers as we are!
Oh, By The Way… We Redesigned The Website
Just in case you didn’t notice
Current AWeber users: you’ll also see that when you visit the homepage, instead of seeing a sales page, you’ll get a much more relevant customer portal, with a login form and easy access to all of our educational materials and Customer Solutions Team.
Take a look around the new site, and let us know what you think!
RSS subscribers: share your thoughts on the new Email Web Analytics package!
Read "Email Web Analytics: Understand Your Subscribers"
After months of hard work by our Development Team, and plenty of suggestions by our beta testers, we’re happy to announce major updates to AWeber that should make it easier for email marketers everywhere to run the most effective, profitable campaigns possible.
Plus, with our site redesign you’ll find the answers to your questions faster and easier than ever!
Take a last-second sneak peek before we throw back the curtain this week…
See What Subscribers Are Doing With Your Emails…
As we pointed out in a previous sneak peek into these new analytics features, you’ll soon be able to see unique open and clickthrough stats for your campaigns.
If you did that, give yourself a pat on the back, because you were right. You are going to be able to see who recorded an open for your HTML emails, who clicked on links in your emails, and which links they clicked on.
But that data is only useful if you can do something with it, right?
With that in mind, we took this new reporting a step further.
…And Use That Information To Better Target Them!
With our new email web analytics package, you’ll not only be able to see which of your subscribers responded to each of your email campaigns, but you’ll be able to segment and target them based on what they did (and did not) respond to!
For example, let’s say you sent out a broadcast promoting a product, and included 2 links: one to learn more about the product, and one to buy the product directly from the email.
After the broadcast is sent, you’ll be able to segment and target the subscribers:
With the ability to see who your most responsive subscribers are, and what they’re responding to, you can better tailor future messaging to them, raising future opens, clicks and of course, sales!
Plus, See What Subscribers Are Doing On Your Website!
There’s been a lot of talk in the online marketing community about using web analytics packages like Google Analytics to see where people are going on your site, what pages they’re visiting and where they’re abandoning your sales process.
We’re big fans of using website analytics software.
But here’s where those services fall short (and where we see an opportunity for online marketers to go even further):
With web analytics packages, you can see how many people are going to your various website pages, where they’re abandoning your sales process, what pages are performing well (and not so well), what percentage of people are ordering your products…
…but you can’t see who is going to those pages, leaving your site and making those purchases (well, you can see who’s making a purchase, but not within that analytics program, so you can’t see what pages they visited before doing so)!
With our new analytics package — let’s call it Email Web Analytics — you’ll see not only what links Sam Subscriber clicks on, but where else on your site he goes after that initial click.
Plus, if he orders a product, visits a particular page or ad, or takes some other action that you can assign a value to, you can track that revenue and see how profitable each of your subscribers and campaigns are!
See the New AWeber.com Before It’s Released
AWeber Users: you’ll have your own customer portal when you come to the AWeber homepage (after all, why do you need to see a sales page again?) with easy access to your account and help materials.
Potential AWeber users: you’ll also be able to explore features in more detail (affiliates, you’ll no doubt find this helpful as you show business owners how they can manage their email campaigns).
For a sneak peek at the new site design, click the image at right.
Thanks for reading, and we hope you like the new releases!
Read "Coming (Very) Soon: Email Analytics, AWeber Redesign"
With the overwhelming response to our initial analytics sneak peek it’s hard to imagine that we might actually have more up our sleeve for you.
Most small businesses using email marketing call their campaigns a success or failure based strictly on the raw number of opens or clicks they get.
Unfortunately, up until now there hasn’t been an affordable solution for small businesses to truly get inside their campaigns.
That’s about to change…
Beyond Landing Pages
Most email campaign reports can show you how many clicks you received on a link.
What happens when the user clicks thru to your site and continues to click around on other pages? Would it be helpful to know the total traffic impact your campaign has on your website, not just the landing pages?
Track Email Sales Revenue
For most small businesses the goal of having an email newsletter or other mail follow up campaign is to drive sales or a specific action on your website.
How many sales did your last campaign generate? How many dollars did that campaign bring in?
Tracking sales and the revenue from those sales will now be integrated directly with your campaign reports.
You can track any type of goal you may have on your website, whether it’s logging into an account, posting a comment on your blog, or filling out a form to request a quote.
With the multitude of new reports available, loading a page to view each one separately can be time waster.
Reports that you access frequently from different lists can all be placed in one central dashboard page.
Flexible Reporting Date Ranges
Rather than being stuck with a specific date range such as the last 30 days, flexible reporting allows you to drill into your data over any period of time.
Look at results for last week or the last 6 months — slicing and dicing your data in any way you desire.
Get Early Access To These New Features
We’ve opened a few more slots for beta testers.
Participants should have at least 100 subscribers and be communicating with their subscribers once per week or more.
Interested? Please post in the comments on this post. Be sure to include your website URL and email address in the proper boxes so we can contact you.
Read "(More) New Email Web Analytics Feature Sneak Peek"
While it’s a gloomy rainy day here in PA, it’s a great day at AWeber when we get to let the cat out of the bag on a project that’s been in the works for over 6 months.
Read "New Analytics Sneak Peek – Call for Beta Users"
The success of our email marketing campaigns does not rely entirely on the success of our email.
What I mean is, if the goal of our email is not only to drive traffic to our websites but ultimately to convert that traffic into sales, our websites need to do their jobs too.
Email tracking and analytics let us know how our emails are performing. In order to make sure our marketing campaigns are performing as we’d hope as a whole, we’ll also want to take a look at the web pages we send our subscribers to.
Make Sure Your Web Pages Work, Not Just the Links
Before we send our email messages, we should always test them. In doing so, one of the things we’re looking for is working links.
This entails clicking on each link in a message to make sure the correct web page opens properly in a browser. If they do, we tend to close the browser window and move on to the next step in our sending routines.
But wait! Here are 3 other things we should look for before we close out the window:
Dead ends are always bad when it comes to conversions. Do your emails’ landing pages clearly prioritize where what the subscriber should do once they click through and browse through the first page they see? Or, do they have to really think through what options there are for action?
There’s absolutely nothing wrong with re-purposing content from our websites for email. But if our emails link to pages that don’t really provide anything new and valuable, our subscribers are more likely to close out the window than do anything else on the site..
OK, so this is something subscribers won’t actually see, but if you’ve read to the third tip in this article, you’re clearly interested in the performance of your web pages. The best way to get actionable insight is to install an analytics software on your website.
If you have one and have not yet integrated it with your email marketing campaign, take the small amount of time it takes and do so.
More In-Depth Tips on Landing Page Optimization
Our web pages are an integral part of our email campaigns, even though they’re found in the web browser and not the inbox. They’re something we shouldn’t forget while we’re working on our campaigns.
For more tips on optimizing them, check out some of the free resources over at Marketing Experiments Journal. On their site you’ll find archived reports and opportunities to sit in on live seminars with experts on the topic.
Read "3 Tips to Optimize Your Email Landing Pages"