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Email Marketing Effectiveness for Ecommerce

Email marketing allows not only to track recipients’ steps they take after receiving email letters but also to track revenue coming from campaigns. Email marketing is one of the most effective marketing methods because of possibility to calculate precise return on invest (ROI) of each campaign and the entire marketing plan, similarly to how search engine marketing (SEM) does.

Do you remember our article on tracking email marketing campaigns with Google Analytics? We wrote about campaign effectiveness by evaluating click-throughs and setting up Google Analytics Goals. However, for online store and group buying or daily deal website setting up some goals is not enough. Transaction and revenue data of each campaign is vital when analyzing online business performance.

One of the most useful tools to get revenue data from Internet or email marketing campaign is Google Analytics Ecommerce. With Google Analytics Ecommerce, you will know the exact number of purchases, income of each product and total revenue from the campaign. Moreover, you can export this data to Excel and compare with other marketing methods to measure their effectiveness.

Google Analytics Ecommerce

Setting up Google Analytics Ecommerce

Tracking ecommerce transactions is very easy to do. All you have to do is to configure your Google Analytics account and to add Google Analytics Ecommerce tracking code to your ‘Thank you page’ after purchase.

Set up ecommerce tracking in two steps.

1. Google Analytics settings

To set up ecommerce tracking in Google Analytics, you have to enable ecommerce reporting for your website profile. Make sure you have admin access to your website profile in Google Analytics.

Google Analytics Settings

Follow these few easy steps

  • sing in to your Google Analytics account
  • choose the website profile
  • click on ‘Settings’ in the top right corner of the page
  • in the Profile Settings page choose ‘Profile Settings Tab’
  • change Ecommerce Website menu button from ‘No’ to ‘Yes, an Ecommerce site’
  • apply the changes

2. Add tracking code

After you have enabled Google Analytics Ecommerce, you will have to add tracking code to your online store or group buying site. The tracking code must be added to your shopping cart’s receipt page. That’s easy. Between the HEAD tags, you just have to copy this tracking code. Instead of ‘UA-XXXXX-XX’ you must insert your Google Analytics website ID number.

<script type="text/javascript">
  var gaJsHost = (("https:" == document.location.protocol ) ? "https://ssl." : "http://www.");
  document.write(unescape("%3Cscript src='" + gaJsHost + "' type='text/javascript'%3E%3C/script%3E"));
<script type="text/javascript">
  var pageTracker = _gat._getTracker("UA-xxxxx-x");
      "1234",            // order ID - required
      "Womens Apparel",  // affiliation or store name
      "11.99",           // total - required
      "1.29",            // tax
      "15.00",           // shipping
      "San Jose",        // city
      "California",      // state or province
      "USA"              // country

   // add item might be called for every item in the shopping cart
   // where your ecommerce engine loops through each item in the cart and
   // prints out _addItem for each 
      "1234",           // order ID - necessary to associate item with transaction
      "DD44",           // SKU/code - required
      "T-Shirt",        // product name
      "Olive Medium",   // category or variation
      "11.99",          // unit price - required
      "1"               // quantity - required

   pageTracker._trackTrans(); //submits transaction to the Analytics servers
} catch(err) {}

For more details on tracking ecommerce transactions with Google Analytics please read the article about Ecommerce Tracking.

As soon as ecommerce reporting is enabled and the tracking code is added to your checkout page, the first results about transactions will appear in Google Analytics within 24 hours.

Using segments to measure email marketing effectiveness

To measure campaign effectiveness of search engine marketing (SEM) or referring links, you just have to mark the relevant Google Analytics segments. However, to measure email marketing effectiveness, you will have to create a new Google Analytics segment. As a segmentation criterion, you can use the title of campaign – the same you enter in the first step, launching campaign with Mailigen. Read more about creating segments here.

Why should you measure email marketing effectiveness?

There have always been a lot of talk about effectiveness of different marketing methods. But what are these opinions based on? They are often irrational and without any deep analysis. So the most useful methods can even remain undervalued. Measuring effectiveness of email marketing is particularly important in ecommerce. Measuring revenue of group buying sites and online stores is much more crucial than any other email marketing campaign statistics. Besides, for daily deal websites email marketing is one of the principal marketing methods.

Measuring effectiveness of launched campaigns is not the only thing ecommerce tracking can do. It can also give possibility to make optimization of test campaigns where you test on different creative email elements in order to define the most appropriate ones for targeting audience. To sum up, with ecommerce tracking you can do both – measure campaign effectiveness and optimize campaigns where necessary to reach the best results.

Email Marketing Effectiveness for Ecommerce
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