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Is Your B2B Email Marketing Actually Working?

email marketing strategy

Email marketing metrics like open rate and click through rate are crucial but, at the end of the day, they don’t paint the whole picture. Your B2B company could be sending out top-notch emails with amazing content but without website tracking, we’re only left with a handful of metrics to look at. So, while the number of clicks from email may be increasing, it’s hard to tell how successful you actually are.

According to a Hubspot Study, three-quarters of companies agree that email offers “good to excellent” ROI.  However, only 23% say they have integrated their website and emails to track what happens after a click. Without getting a look at the whole picture, there seems to be a big discrepancy in these two numbers.

Don’t make the same mistake that 77% of companies make by not tracking what happens after the click. Dive deeper into your e-mail marketing data and really begin to measure your success with a simple two-step process.

Step 1: Set Up Google Analytics on Your Website

The first step in measuring your success is tracking, tracking, and more tracking. Google Analytics plays a key role in this and is one of the most important tools for any B2B marketer. By simply placing a snippet of code on each page of your site, you will be able to:

  • See what channels your site traffic is coming from (i.e. organic, referral, email)
  • Monitor the engagement that customers have with your website
  • Track goals that are specific and unique to your business

Here’s how you can set up post-click tracking. The best part about setting up Analytics tracking – it’s easy to understand and it’s free to use. Once you’re set up, you will be able to discover a new world of performance tracking for your email marketing campaigns.

Step 2: Keep a Close Eye on Key Metrics

It’s time to dive deeper into your e-mail marketing data and begin to measure your success. Once your tracking is set up, keep your eye on these key metrics:

  • Bounce Rate: Having a strong CTR from email marketing tells you that your calls-to-action are working but once a potential client gets to your site, it’s important to know if they’re browsing your site to learn more about your company. Bounce rate tells us the percentage of people that left your site after only looking at the landing page. A high bounce rate typically indicates that the entrance page isn’t relevant or compelling enough to the email recipient. Your site could be filled with awesome content but if your email’s landing page isn’t speaking to the reader, it could be falling on deaf ears (or in this case – blind eyes.)
  • Goal Completions: Setting up goals for specific actions on your site is one of the most important features of Google Analytics. Whether it’s a quote request form or a flyer download, tracking these actions is crucial for your business and will help track the success of your newsletter. With GA’s breakdown by channel, you will be able to see which links from your email led to goal completions on your website. Your subscriber list is filled with key business contacts. It’s time to find out what content is converting and what content isn’t.

Google Analytics has you covered when you want a deeper understanding of how a campaign has performed. Think about the goals you want to achieve, create valuable content, and track your results with deeper understanding than you’ve ever had before.  It’s time to turn those opens and clicks into valuable insights.

Interested in learning more about GA? Read Google Analytics 101: Which Metrics to Look For and Why to see additional metrics that are key in measuring performance.

Need A-Z help with your B2B email marketing? Download our Email Marketing Guide to take your first steps towards creating an email newsletter that produces results for your business and generates repeat visits to your website.

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