Let’s talk about tracking again..
There are a number of different metrics you can track in any business but for this purpose we’ll be focusing on only two and they are:
Open Rates: Tracking how many people actually open your emails vs how many were sent out in total.
CTR (Click Through Rate): Out of all the emails opened how many people clicked a link within it.
Now, open rates are super simple to track as basically 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 somewhere in the platform this information is displayed (usually in real time or close to it) for your own records.
As an example take a look at the image below, notice the column labeled “Opens” on the far right:
Basically, just about every platform you used to send emails from will have something which looks 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 really need anything special, just use the built in statistics provided on your platform.
That said however, when it comes to tracking clicks it’s usually a best practice to use some 3rd party tracking software. That is what we’re about to cover next.
3rd Party Click Trackers
3rd party link tracking platforms are used by a lot of marketers for one reason, they are powerful as heck. We will be talking a lot more about 3rd party trackers in the Paid traffic sections but they can also be used here in your email campaigns.
How to Track Clicks and Why
Click tracking might sound like a fancy terms to some but the method is actually really simple. What you do is set up a link, or a series of links- all of them with slight variations for uniqueness – then see which one performs best. This is how marketers are able to keep track of which campaigns are profitable and which ones are not. After you discover what’s making you money and what isn’t you can just stop 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 thus will be promoting a brand new product. You will be sending out a series of emails throughout that week and you’ll want to keep track of how many clicks you’ve gotten per each email. The reason is because tracking this will let you see which emails were a success vs which emails were a flop. When you know what your winners are you can keep them for reference in the future, use them as inspiration to help compose new emails based on your winners.
Another huge reason these trackers are used is because they allow you to swap links out in real time. Let’s say you happen to be promoting a new product but you accidently send out the wrong link… oops! Now you have to send out another email to both apologize for messing up and then sharing the correct link. That extra email could be avoided if you had just used a link tracker because you’ll be able to use one link that will redirect back to a different link which you will have control over at any time. This is commonly referred to as a “link rotator”.
So, the way it works is like this:
- Compose your emails as usual
- Any link you place in your email should be a link from your tracking platform (link rotator)
- Now, anytime 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 then you’ll want to try again until you see improvement
Bemob is Free. This is a great tracking platform modeled after another popular platform called Voluum. They are pretty much identical. You should probably set up an account now that way you will have it available once we get into more advanced training. You can also start to use it for your email messages as described above. They have a TON of useful training resources to teach you how to use it properly.
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 and etc.
That said however it is safe to say if you are getting a click through rate of at least 15% to 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 overall to acquire a conversion / sale than you 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 every last bit of profit from it as you can.
When just starting out in email marketing tracking all these metrics isn’t as important as just focusing on building your list and promoting as you build trust and authority in your subscriber’s minds. In order to build a list you need to get a steady flow of traffic to your sign up forms. In the next phase we are going to go over how to do this.