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How to Track Conversions from Your Email Campaigns

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

11 February 2024

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How to Track Conversions from Your Email Campaigns

With the ever-growing importance of digital marketing, it's crucial for businesses to know how their email campaigns are performing. Tracking conversions from email marketing efforts not only helps you measure the success of your campaigns, but also allows for data-driven optimization to generate more leads and sales. In this article, we will walk you through the process of tracking email campaign conversions using the most effective methods and tools.

Why Tracking Email Conversions Is Important

Email marketing remains one of the most effective digital marketing tools, with an average ROI of $42 for every $1 spent (Litmus, 2019). However, to maximize the potential of your email campaigns, you need to understand where conversions are coming from and what aspects are driving them.

Tracking conversions allows you to:

  1. Analyze the performance of your emails, enabling you to optimize your campaigns for better user engagement and conversion rates.
  2. Identify the most effective channels, content, and design elements in your campaigns.
  3. Invest your resources wisely by focusing on what is working best for your audience.
  4. Use real-world data to make informed decisions when planning new campaigns.

Tools and Methods for Tracking Email Campaign Conversions

UTM Parameters

Urchin Tracking Module (UTM) parameters are simple text tags added to a URL that track how a user arrived on your website from a specific source. By adding UTM parameters to your email campaign links, you can track conversions effectively in Google Analytics or other analytics tools like Flowpoint.ai.

To create a UTM parameter, follow these steps:

  1. Choose the link you want to track.
  2. Append the UTM parameters to the end of the URL, with specific details for source, medium, and campaign name. For example, https://www.example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale.
  3. Use the URL you generated in your email campaign.

Analytics Platforms

Google Analytics, as well as platforms like Flowpoint.ai, provide comprehensive data on user behavior and conversions. If you're using UTM parameters, your email marketing conversions will be visible under the 'Acquisition' section of your analytics dashboard.

To track email conversions in Google Analytics:

  1. Set up 'Goals' in your Analytics account to define the actions you want to track as conversions, such as purchase or newsletter subscription.
  2. Analyze the 'Conversions' tab under 'Acquisition' > 'All Traffic' > 'Source/Medium'.
  3. Filter your data by source and medium (e.g., newsletter / email) to see the performance of your email campaign in driving conversions.

Email Marketing Platforms

Most email marketing platforms, such as Mailchimp or Constant Contact, provide built-in tracking features to help you understand how subscribers interact with your campaigns. These platforms typically offer metrics like open rate, click-through rate, and conversion rate.

To track conversions with an email marketing platform:

  1. Ensure that your email marketing tool tracks conversions by default or add the appropriate tracking code to your website's thank you page.
  2. Check the campaign reports in your email marketing platform for insights on user engagement and conversions.

A/B Testing for Email Campaign Conversion Optimization

A/B testing (also known as split testing) involves running two different versions of an email to identify which performs better in generating conversions. By testing different subject lines, calls to action, design elements, and content, you can make data-driven decisions on which components lead to better conversions.

Consider using A/B testing in your email campaigns to:

  1. Experiment with different subject lines, content, and layouts to see what resonates with your audience and drives higher conversions.
  2. Monitor and analyze the results of your A/B tests to understand user preferences and optimize your campaigns accordingly.

In conclusion, tracking email campaign conversions is essential to maximizing the potential of your digital marketing strategy and achieving better results. Leverage UTM parameters, analytics platforms, and email marketing tools to gain insights into your campaigns. Employ A/B testing to continually optimize and make data-driven decisions. By doing so, you can improve your email marketing ROI and ensure your campaigns are driving the results you desire.


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