Measuring email marketing is tricky. The “low hanging fruit” metrics are those that appear in email marketing tools—the open and click rates. These metrics represent the “inbox” part of email performance: Does the subject line get people to open? Does the content get people to click? This is usually where people stop measuring their results. What a shame!
Today, you’ll learn how to measure the behavior of visitors who come to your site through emails. You’ll also learn how to measure the intent level of these visitors and, more importantly, their conversion rate.
Here are the 3 steps needed to do both.
Create a list of your main email types and the top event for each
For each email type, write which actions you’d like visitors coming from these emails to perform. Usually, the main event you want visitors who come from emails to perform is a conversion (sign up, purchase, etc.). However, there are other steps and activities along the way you may want visitors to perform as well. For reference, take a look at this list, then create one of your own. Try to think of all the events that indicate high intent or that could result in a conversion later on. For example, a visit to your Pricing page means a visitor showed real interest in your service.
Mark the 5 events that appear most in your list
The goal of the exercise in Step 1 is to help you think of all the actions you want your visitors to take. Now that you’ve got a list, let’s narrow it down. Pick the 5 events that’ll be your North Star for measuring your email marketing. Some events might only be relevant to some types of emails. That’s perfectly fine!
Create these events in Oribi.
By now, you’re probably pretty familiar with Oribi’s Magic Events. Our guess is you’ve already created some of the events that appear on your top 5 list from Step 2. If there are some you haven’t created yet, now’s the time. Need help creating Magic Events? Check out this guide.
Now comes the fun part—drawing correlations between your emails and your top events!
Go to the UTMs section in Oribi (located under Channels). There, you’ll see a list of all the Magic Events you’ve created, including the top 5 from Step 3. Choose a UTM that represents an email you recently sent, and check to see how many visitors coming from that email performed each event. You can also toggle between Count and Conversion Rate to see the percentage of visitors who performed each event. This metric will help you evaluate the effectiveness of each email. For example, let’s say you send two different emails each time you’ve got a sale or discount going on. Then suppose that 20% of the visitors from Email #1 proceed to check out with sale items. However, only 5% of the visitors who come from Email #2 make it to the checkout. These percentages tell you that the content or CTA in Email #1 works better (than those in Email #2) for conversions, which means you’ll probably want to use similar content/CTAs for future emails.
If Oribi shows you a different number of visitors who came from a specific email than what you see in your email marketing tool—don’t worry. Everything’s under control. Email marketing tools count all the clicks, even in cases where a user immediately closes the website as soon as they arrive or where the same user clicks several times on different devices. The number in Oribi will usually be a bit lower.
If you’ve only just started using UTMs, you may not have enough data to view these numbers yet. But once you’ve sent a UTM-tagged newsletter/email, head to the UTMs section in Oribi and see what visitors do after they arrive at your site from that email. It’ll be worth waiting for! 😉