Measuring the success of email campaigns helps you determine which methods generate more sales and which do not. Instead of focusing on those that do not result in sales, it's better to use your precious time to focus on those marketing methods that prove effective. The problem for most marketers is that there isn't any one single method that works for all online businesses. In some cases, you will have to take from a few methods to create a hybrid that results in sales.
One way to measure the success of an email campaign is to analyze page views. Page views let you know how many people visit your website, blog, social media page, landing page or ordering page during a specific period of time (usually monthly). While page views cannot tell you how many people made a purchase, these views can tell you where the most traffic came from and how successful particular email messages were.
Page View Details
Most web hosting companies provide page view analytics that let you see:
- Number of people that visited website and other pages managed by the web host company
- Number of people that visited particular pages on your website
- Where people came from (email link, social media or blog page, search engines, link from other source)
With this information, you can determine which email messages enticed people most often to visit your website, for example.
Page Views and Email Campaigns
To test whether sales messages or informational messages are more effective on your list, create unique links to your website to use in each type of message. Send three or four of each type during the month. Check periodically to see which link was used most often to visit your website.
Depending on the results, increase the number of sales or informational messages to get more people to your site each month.
Monitoring is Key
Over time, you may have to make additional changes to email messages to keep people interested in your business. Monitoring page views can help you determine when to make changes and in which direction to move. Use page views to ensure you're sending the right information to email list subscribers so you can maintain a constant flow of people to your website each month.