There’s a lot to discuss when it comes to email marketing. From how to craft an awesome email, how sending email receipts can grow your database and the top email marketing campaigns you should consider.
But at the end of the day, it doesn't matter how brilliant your emails are if you aren’t seeing the results of your efforts. That is where email conversion tracking comes in.
But what is email tracking? And why should you even bother using it? Let's get into it.
When you have an eCommerce shop, you are definitely going to hear about “tracking emails”. Email tracking basically means following your email and seeing what the outcomes are.
Email tracking can include everything from seeing who opened your email (Open Rate), who clicked through to your website from the email (Click-Through Rate), and what sales resulted from your email (Conversion Rate).
The point of tracking email conversion tracking is knowing which emails result in sales.
Sending incredible and timely emails can be hugely beneficial to your business. But if you are sending emails every week it can be tricking to nail down which email marketing campaign is the one that is resulting in sales. There is also the possibility that it’s a coincidence. Maybe you sent out an awesome offer on your new release Riesling and someone just happened to purchase a couple of dozens simply because they love your wine.
If you add tracking, you can see in your order summary which sales came from the eCommerce itself and which from the email offer.
Besides knowing where your sales are coming from, by tracking email conversions, you can visually see which emails are resulting in sales. So you have the option of testing a bunch of different emails and see which ones resonate with your customers.
Anything from a simple change in copy or image decisions can result in a different outcome. Testing is a great way to figure out what works and what doesn't.
There are many email conversion tracking offers online. Depending on what your budget is and which platform you prefer. For wineries, we obviously recommend our own! We built conversion tracking to suit our clients’ (wineries) goals (selling more wine to wine-lovers).
Other email and newsletter platforms offer different kinds of tracking and you can manually set up conversion tracking with Google Analytics and your website manager, that can get a little tricky if you aren’t confident with computers, but there are loads of how-to’s out there on the web!
A complete “how-to” can be found in the WithWine CRM in the “Help & How To’s” box in the bottom left corner. Here’s the quick version: When you are setting up a new email, in the 'Compose Email' Side Panel, you will now see a 'Conversion Tags' field. To add tags, simply click into the text field and enter in the new tag. e.g. “July Newsletter EDM 2021”. The next step is to create the contents of your email along with a direct link to your special offer. When you are ready to send the email, click “Send”.
Super easy!
A successful conversion from an email is tracked when a customer places an order on the website within one hour of clicking the email link. To view all orders placed relating to the EDM Offer, 'search by tag' you created earlier. This will bring up the order results. The results can also be viewed in the “Detailed Summary”.
You can also see your "Open Rate" and "Click-Through Rate" by going into the Email Communications Dashboard in the WithWine CRM.
With simple email conversion tracking, as well as tracking other metrics like Open Rate and Click-Through Rate, you can understand what emails resonate with your customers – and which do not.
Email marketing is a great way to build a strong relationship with your customers. And a big part of building the ultimate winery experience.
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