Sales: The One Metric You Should Always Track
If you’re creating email marketing campaigns for your organisation it’s probably safe to assume you’re not doing it for fun. You want to see results, and you deserve to see results after all the time and effort you put in to your email marketing, but what’s the best way to tell that it’s working and you’re not just wasting your time?
While email marketers often focus on softer metrics like improved engagement and increased visibility, if you’re looking for an overall definitive KPI that will show the results for your business, there’s one thing you need to track above all else and that’s your sales.
Why are sales so important?
Increased sales are a sign that you are getting your email marketing right. If your sales don’t increase, or worse, they decline as a result of your email campaigns, it’s probably time to rethink your strategy.
If you don’t track your results you will never know whether or not your email marketing is hitting the mark and you may miss out on opportunities to improve your conversion rates and increase your sales.
How to track your sales and conversions
These days there is plenty of technology available to help with tracking visitor activity on your site and determining where your visitors have come from.
You can set up your email links to show your visitor activity via emails through Google Analytics. Doing this will let you see not only how many people are clicking through to your site from your emails, but what they are doing once they get there.
A number of email providers, including Sendloop, offer integration with Google Analytics so it’s easy to track your sales via email. This integration makes the whole process much easier to set up and monitor.
You will usually need to set up an Advanced segment in Google Analytics that will report specifically on your email traffic and separate your email visitors from everyone else.
What to look for once you have your tracking set up
Once you have your tracking set up you will need to regularly check in and see how your campaigns are performing.
It is a good idea to test different elements of your campaign so you can find out what will work best for your audience. Try measuring the results using different subject lines, calls to action, images and placing your links in different positions.
By tracking the results for different strategies you will be able to develop a clear idea of what works for your audience so you can maximise the results of each campaign.
While it’s great to track softer measurements like engagement and interaction with your email marketing, your sales will have a direct effect on your business profitability, making them among the most important and significant metrics when it comes to growing your business.