How To Correctly Track Your Email Marketing Funnel Conversions


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Email marketing is the most effective channel for businesses to convert customers. Small businesses can optimize their efforts by starting with an effective email marketing funnel and then creating advanced tracking processes to ensure maximum conversions.

The marketing landscape has changed rapidly in the 21st century. Email campaigns are still the most important part of the food chain, despite the advent of SEO, social media, and content marketing.

AeroLeads believes that email marketing is the best way to generate a return on investment.

Social media platforms are great for brand awareness but email-based marketing offers businesses the opportunity to build relationships and loyalty with customers.

Email marketing is a direct way to reach customers, despite a recent drop in organic reach via social media.

Small businesses can use great copywriting to increase conversions and human connections.

Email marketing has proven to be as effective as ever in driving conversions. Many digital agencies in Los Angeles are still not able to measure their performance in a meaningful manner.

These steps will help small businesses use email marketing funnels to build their campaigns and track conversions.

  1. Create an email marketing funnel
  2. Follow Top-Line Conversions
  3. Analyze campaign performance
  4. Tracking tools can help you identify trends
  5. Install a coded tagging system
  6. Analyze customer behavior
  7. Follow-ups Based on Findings

These seven steps will help companies track the success of email marketing campaigns.

Create an email marketing funnel

Every small business should start by creating an email marketing funnel. This will allow them to outline the customer journey and present your product or service to them.

Building and growing an email list is a key focus for both established businesses and startups. This is the cornerstone of any email marketing campaign.

Next, create timely and personalized emails that appeal to your customer base.

You should focus on content that will help consumers find your products or services. Instead of using stereotypical marketing language, choose branding strategies that can build trust in your brand.

ConvertKit explains how important quality content is and gives some additional tips.

  • Consistent with the pace of your emails
  • Answer questions from customers and read their responses
  • Automated email sequences can be used to plan ahead
  • Tiered funnels can be used to meet customers at various points along their sales journey

Small businesses can track their conversions if they have an effective email marketing funnel.

Keep track of top-line conversions

Marketers who don’t track conversions made by email campaigns will lose their effectiveness.

If you can’t get anyone to buy from your mailing list, the difference in subscribers to your mailing list won’t matter.

It’s crucial to use the information available to make your email marketing more successful.

Split testing can be a great way to test your strategies and make improvements. Many advanced services can help you gain email insights.

Platforms such as MailChimp or ConstantContact excel at showing metrics that marketers can use to build upon — such as email open and click-through rates, and other insights into customer behavior.

These insights will help you identify problems faster and save money.

Email analytics platforms may take up a lot of your budget but the variety of metrics can help you pinpoint areas that can be improved to increase conversions.

Analyze campaign performance

Marketers should use “beyond click tracking”, which is a method that analyzes the user’s path once they have accessed your site via an embedded email link. It is arguably the most important tool.

Beyond click tracking, businesses can monitor customers’ movements from email clicks to specific landing pages.

Third-party email services may provide more detail beyond click tracking than others. Businesses should understand their priorities before making any commitments.

You should also consider visitor tracking, conversion points, and automatic tagging when searching. These features are crucial in digital marketing in Las Vegas and SEO companies tracking and optimizing for conversions.

Google Analytics and Finteza are two of the most used platforms — both of these platforms focus on traffic and UTM tracking.

Small businesses can use third-party tools to track key metrics and optimize campaigns to increase conversion rates.

Advanced Tracking Tools Make It Easy to Optimize Your Campaigns

Google Analytics is the most effective tool for tracking email traffic.

It can keep an eye on your email sales performance by creating custom advanced segments which can track how visitors behave from specific pages to email links.

This is the Audience Overview dashboard in Google Analytics. 

You will need to choose the advanced segment option in the drop-down menu located above the reports section of the dashboard. This will allow you to create advanced segments for email marketing campaigns.

The next step is to choose “Create a New Segment” and to track your email arrivals.

You can add conditions to segments that you create. A summary will give you a percentage indicator of the size of your visitors by using the margins you have set up.

This advanced tool is an example of how better tracking can help small businesses optimize their campaigns and increase conversions.

Install a coded tagging system

The creation of tracking systems is an essential part of email marketing. This will help you determine which campaigns perform better than others.

Track your email campaigns effectively by embedding links in your emails that direct users to landing pages tagged with tracking parameters.

These parameters typically include a set of relevant ‘name/value’ pairs to facilitate identification.

They are also used to refer to any text following a? in a website URL.

Below are a few examples of how tagging works for URL addresses.

In case you were curious about the frequency with which “utm ” is used in the above examples, it is an abbreviation for the Urchin Tracking module. This is a system Google uses in tracking web pages.

You should familiarize yourself with Google’s Campaign URL Builder function if you have chosen Google Analytics to monitor your email campaigns.

This feature allows marketers to specify pages that are redirected from different email campaigns.

A script to create an HTML page that contains tagged links can be useful if you are creating a newsletter that is sent out weekly or monthly. 

Small businesses can track conversations more efficiently with coded tagging systems such as the ones outlined above.

Analyze customer response and behavior

Third-party platforms are also available to help you track your users’ behavior on your site.

Vero, a premium analytics platform, offers comprehensive reporting methods that detail customer conversions as a result of email click-throughs.

Vero’s extensive data is organized into easily digestible visualizations that show the structure of each email campaign.       

Marketers can monitor conversions and user behavior in order to understand the true ROI of specific email marketing strategies.

There are many platforms that can help businesses analyze who is reading their emails and who visits their websites, but not all of them offer the same level of insight as the ones that provide detailed information about consumer behavior.

To fully understand user behavior, it is crucial to determine the success of email marketing campaigns.

Campaign Monitor pioneered the click-to-open (CTOR) rate, which provides insight into a business’s performance through its campaigns.

Small businesses can gain a better understanding of the subscribers’ behavior to help them make informed decisions about their success.

Follow-ups Based on Findings

These steps will help small businesses to improve their email marketing strategies and conversions.

Email marketing and content often go hand in hand. Metrics are important but marketers must also make sure their email messaging is attractive and welcoming to potential customers.

Content is a way to establish a relationship between customers and businesses, which can help build a foundation for a sales funnel.

With the rise in social media marketing, marketing has never been more competitive or technically advanced.

Even with newer, more in-depth insights, email marketing has remained a strong force.

Marketers can save money and maximize their conversion rates by using the right mix of investment, research, analysis, iteration, and analysis.

They just need to know how to interpret the insights from their sales funnel.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.