Let’s talk about tracking again.
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There are a number of different metrics you can track in any business but for this purpose, we’ll be focusing on only two:
Open-rates: Tracking how many people open your emails vs how many were sent out in total.
CTR (Click Through Rate): How many people clicked a link within the opened email.
Now, open rates are super simple to track. Nearly every single platform has its own tracking built in for this purpose. Every email you send out will automatically be tracked for open-rates and you’ll discover where in the platform this information is displayed (usually in real time or close to it) for your own records.
As an example, in the image below, notice the column labeled “Opens” on the far right:
Just about every platform you use to send emails will have something similar to the example image above. You will typically find statistics for clicks & opens.
What this means is that when it comes to tracking your Open Rates, you don’t need anything special. Use the built in statistics provided on your platform.
That said, when it comes to tracking clicks, it’s usually best practice to use a third party tracking software. That is what we’re about to cover next.
Third Party Click Trackers
Third party link tracking platforms are used by a lot of marketers for one reason: they are powerful. We will be talking a lot more about third party trackers in the Paid traffic sections, but they can also be used for your email campaigns.
How to Track Clicks and Why
Click tracking might sound like a fancy term to some, but the method is really simple. To do this, set up a link, or a series of links (all with slight variations for uniqueness), then see which performs best. This is how marketers are able to keep track of their most profitable campaigns and ditch the ones that aren’t. After you discover what’s making money and what isn’t, you can pause the money wasters and proceed with the money makers.
Here’s an example:
Let’s say you are starting a brand new week in your auto-responder and will be promoting a brand new product. You’ll send a series of emails throughout that week. You’re going to want to keep track of how many clicks you’ve gotten per email. This is to see which emails were a success vs which emails were a flop. When you know what your top performers are, you can keep them for reference in the future. Use these campaigns as inspiration to help compose new emails based on your winners.
Another huge reason trackers are used is because they allow you to swap links out in real time. If you are promoting a new product and accidentally send out the wrong link- oops! Now you have to send another email to not only share the correct link, but also apologize for incorrect information. That extra email could have been avoided if you used a link tracker. With a link tracker, you’re able to use one link that redirects back to a different link that you have control over at any time. This is commonly referred to as a “link rotator.”
Here’s how it works:
- Compose your emails as usual
- Any link you place in your email should be a link from your tracking platform (link rotator)
- When someone clicks on your link in that email, it will be recorded on your tracking platform
- If stats are favorable, it was a good email. If not, try again until you see improvement
Bemob is free. This is a great tracking platform modeled after another popular platform, Voluum. They are near identical. Take the time now to set up an account. This way you it will be available once we dive further into advanced training. You can also begin using it for your email messages as described above. There are a TON of useful training resources to assist you.
You can get a free account here.
What is considered a “good” CTR?
This varies a lot based on your campaign, your budget, your profit per conversion, etc.
With that said, it’s safe to say that if you are getting a CTR of at least 15% – 50%, you’re doing good. This is a very broad range, but the success of your campaigns must be rated based on how much money is going out vs how much money is coming in. If it’s costing you less to acquire a conversion/sale than your profit from that conversion, then your campaign is a success.
Optimization is always something to strive for and you should always be testing your campaigns to squeeze as much profit as you can.
When just starting out in email marketing tracking, these metrics are’t as important as building your list as you build trust and authority in your subscriber’s minds. In order to build a list, we need a steady flow of traffic to our sign up forms. In the next lesson, we are going to go over how to do this.