Measuring and reporting on the success of your email marketing efforts can be a little tricky.
Tools like Campaign Monitor make it super easy to see what your open and click-through rates are, but how do you measure what happens after these people click through to your website?
To help you understand and track your KPIs, we created a free Google Analytics dashboard that you can use to see how visitors from your email campaigns interact with your site, how long they stay, how that traffic compares to other channels (like social & search), and so much more.
If you already have Google Analytics set up on your website, follow the 2 simple steps below to install the dashboard in your account:
To make it really easy to get the dashboard, we’ve turned it into a template that can be installed in any Google Analytics account.
Simply click here to access the dashboard, select where you want to install it, and you’re done!
If you are a Campaign Monitor customer and have turned on Google Analytics tracking in your account, then you don’t need to do anything else. The dashboard should automatically start showing traffic from your different campaigns, and if you’ve had it enabled for a while, you should be able to use the date picker to see historical data.
For those of you who aren’t Campaign Monitor customers, all widgets are configured to only include traffic being tagged with the medium ‘email,’ so you’ll need to work out how to set up campaign tracking in your current email marketing software.
Now that you have the dashboard installed, let’s take a look at how you can use it to better understand the performance of your email marketing campaigns.
As you can see from the screenshot, the dashboard has been organized into 3 distinct columns, each of which help you answer a particular set of questions about your email marketing efforts.
The first column features metrics on how email is performing for your business, and helps you answer questions like “How many visits have I received from email?” and “How does email compare to other channels?”
The second column focuses on your campaigns and content, and helps you answer questions like “What email marketing campaigns have been the most effective at driving traffic?” and “What content has received the most visits from email subscribers?”
The third column is designed to help you learn a little bit more about your audience, and helps you answer questions like “Where are my subscribers located?” and “What devices are my subscribers using?”
In total, there are 10 individual widgets on the dashboard that help you answer a specific question you might have about your email marketing.
This widget shows you how many visits to your website your email marketing campaigns have driven.
If you look closely, the widget also shows you what percentage of total visits to your site have come from your email campaigns, along with a trend line showing how visits from email have changed over time.
You can use this widget to report to your boss on how much traffic email is driving to your website, and how this is improving over time.
This widget shows you the number of unique visitors that have come to your site from your email marketing campaigns.
Again, the widget also shows you what percentage of the total unique visitors to your site have come from your email campaigns, along with a trend line showing how the number of unique visitors from email has changed over time.
You can use this widget to report to your boss how many unique individuals are engaging with your email campaigns and clicking-through to your website.
This widget shows you the average number of pages viewed in a single visit by people who come to your website from an email campaign.
The widget also shows a comparison against the site average, and a trend line showing how the pages per visit metric has changed over time.
You can use this widget to report to your boss on the engagement levels of people who come from email. Plus, get buy-in and budget for future efforts by showing how email subscribers are more engaged with your site than visitors from social media or search engines.
This widget shows you the average time people who come from your email campaigns spend on your site.
The widget also shows a comparison against the site average (from all channels) and a trend line showing how time on site has changed over time.
Combined with the pages per visit widget, you can use this to report on the engagement of people who come from email and show its value in creating highly-engaged visitors.
This widget shows how email compares to other channels in terms of driving visits to your website.
If you hover your mouse over each segment of the pie chart, you’ll see the raw visit numbers and percentages for each section.
You can use the data in this widget to demonstrate the importance of email in your overall marketing strategy, and help drive further buy-in or budget to do more with email marketing.
This widget shows all your email marketing campaigns, ranked by the number of visits they generated to your website.
If you are a Campaign Monitor customer, it will show the unique “Campaign Name” you create each time you send a campaign.
This widget allows you to see which of your campaigns have driven the most traffic to your website. You can then use the information to learn what makes your audience click through to your site and incorporate that type of content into future campaigns to increase your results and see continually increasing revenue from email marketing.
This widget shows the different pages of your website that people have landed on from your email campaigns, ranked from most visits to least visits.
This information can be particularly useful if your campaigns contain links to multiple pieces of content (like an email newsletter does for instance) and helps you see what type of content is of interest to your subscribers.
This widget shows you where the people who have arrived at your website from your email campaigns are located, and gives you a good idea of the global distribution of your subscribers.
The map is interactive, so if you hover over a particular country it will show you the number of unique users who have come to your site via an email campaign from that particular country.
You can use this to get an idea of where your subscribers are located, and you can experiment with varying your send times (or even content) to ensure you are reaching your subscribers with the right message at the right time.
This widget shows you the device categories (desktop, mobile or tablet) used by people who have arrived at your website from email campaigns.
The pie graph is interactive, and if you hover over a particular segment it’ll reveal the number of visits from each device.
You can use this to get an idea of the devices your subscribers are consuming your content on and optimize your email templates accordingly.
For instance, if you see a lot of people using their tablets and mobile devices, then you might want to make sure your existing email templates are responsive. Alternatively, you can use email marketing tools like Campaign Monitor that come with a variety of professionally-designed templates that look great on all devices.
This widget shows you the specific types of mobile and tablet devices your subscribers are using to view your content.
If you see a high number of visits from mobile devices like iPhones, then it means your emails are being viewed primarily on these devices and you need to ensure your emails work on them.
Using modern email tools like Campaign Monitor make this pretty easy. The built-in email builder ensures your campaigns work on any device and you can even preview your email on different devices (such as iPhones, iPads, etc) before sending.
Not everybody has advanced Google Analytics functionality like Goals and eCommerce tracking setup, so when we created the dashboard we stuck to the basics to ensure there were no widgets with missing data on your dashboard.
However, if you do have features like Goals and eCommerce tracking set up in your account, then you can get a lot more advanced with your email marketing reporting.
Here are a few ideas:
Just like we’ve added a widget that displays the number of visits, you can add a widget to track the total number of conversions generated from your email campaigns.
On the current dashboard, the “How does email compare against other channels” widget shows how email compares against other channels in terms of visits. If you have goals set up however, you can clone this widget and modify it to see how email compares to other channels in terms of your most important metric: conversions.
On the current dashboard, the “Which campaigns are the most effective?” table shows how each of your campaigns performed based on the number of visits they generated. However, if you have goals set up you can modify the table to also include conversions and then you can see what campaigns are the most effective at driving bottom line sales and revenue.
Google Analytics is a powerful tool to help you measure the success of your marketing, and with this email marketing dashboard, you’ll get insight into the success of your email marketing campaigns.
So install the dashboard in your account and get measuring today.