What Is Email Conversion Tracking? A Comprehensive Guide
By Emil Kristensen CMO
@ Sleeknote

Email conversion tracking is the process of monitoring and analyzing the actions a user takes after receiving an email from your business. This can include any number of actions, including clicks, purchases, and form submissions. By tracking these actions, businesses can gain valuable insights into which email campaigns are most effective at converting subscribers into paying customers. In this guide, we will cover everything you need to know about email conversion tracking, from its importance to the different types of conversions you can track, and much more.

Why is Email Conversion Tracking Important?

Email is one of the most effective tools businesses have for reaching customers and promoting their products or services. However, simply sending an email isn’t enough to guarantee conversions. By tracking email conversions, businesses can gain a deeper understanding of how their subscribers are engaging with their content, and use this information to optimize future campaigns. Tracking email conversions can also help businesses identify any issues with their marketing funnel or sales process, allowing them to make data-driven improvements that improve the overall customer experience.

Moreover, email conversion tracking can also help businesses measure the ROI of their email marketing campaigns. By tracking the number of conversions generated from each email campaign, businesses can determine which campaigns are most effective and allocate their resources accordingly. This can help businesses save time and money by focusing on campaigns that are more likely to generate a positive return on investment.

The Basics of Email Conversion Tracking

The process of email conversion tracking involves placing a unique tracking code in the links included in your email campaigns. This code can track a variety of actions, including clicks, opens, and form submissions. When a conversion is made, the tracking code triggers an event, and that data is stored in your analytics platform. Many email marketing platforms, such as Mailchimp and Constant Contact, provide built-in conversion tracking features that allow businesses to easily monitor their email campaign performance.

Setting Up Email Conversion Tracking: Step-by-Step Guide

The process of setting up email conversion tracking will vary depending on the email marketing platform you use. Generally, the steps involved in setting up email conversion tracking can include:

  • Defining what a conversion means for your business (e.g., a purchase, a form submission).
  • Creating a conversion tracking code for your website.
  • Placing the tracking code on the relevant pages of your website.
  • Setting up the conversion tracking feature in your email marketing platform.

Best Practices for Email Conversion Tracking

When it comes to email conversion tracking, there are several best practices that can help businesses make the most of their data. Some key tips to keep in mind include:

  • Defining clear conversion goals and regularly reviewing your conversion data to see how you’re progressing.
  • Segmenting your audience to gain a deeper understanding of how different groups are engaging with your content.
  • A/B testing different elements of your email campaigns to see what performs best.
  • Using personalized messaging and targeted content to improve conversions.

The Different Types of Email Conversions You Can Track

There are several different types of conversions that businesses can track in their email campaigns. Some examples include:

  • Purchases or signups made directly from the email campaign
  • Form submissions made on the website after clicking a link in the email campaign
  • Phone calls made after clicking a number in the email campaign
  • Website visits made after clicking a link in the email campaign

How to Analyze Your Email Conversion Data

Once you have collected data on your email conversions, the next step is to analyze that data and use it to make more informed marketing decisions. Some key metrics to keep in mind when analyzing your email conversion data include:

  • Conversion rate: The percentage of subscribers who took a desired action after receiving your email.
  • Click-through rate: The percentage of subscribers who clicked on a link in your email.
  • Revenue per email: The amount of revenue generated by each email campaign.
  • List growth rate: The rate at which your email list is growing over time.

Top Email Conversion Tracking Tools and Software

There are several different email conversion tracking tools and software available that businesses can use to monitor their email campaign performance. Some of the top options include:

  • Mailchimp
  • Constant Contact
  • HubSpot
  • Kissmetrics
  • Google Analytics

Common Challenges in Email Conversion Tracking and How to Overcome Them

While email conversion tracking can be a powerful tool for businesses, there are some common challenges that can arise. Some of the most common issues include:

  • Inconsistent data tracking: Data discrepancies can occur when different tracking systems (e.g. website analytics and email marketing platforms) don’t align.
  • Limited visibility into subscriber behavior: Some subscribers may not engage with your email campaigns in a way that can be tracked (e.g., opening an email but not clicking on any links).
  • Difficulty attributing conversions to specific campaigns: If you run multiple email campaigns, it can be challenging to determine which campaign is responsible for a given conversion.

To overcome these challenges, businesses can focus on implementing strong data tracking processes, regularly reviewing and cleaning their email lists, and using segmentation and personalization to gain deeper insights into their subscribers’ behavior.

Real-Life Examples of Successful Email Conversion Tracking Campaigns

There are countless examples of businesses that have successfully used email conversion tracking to improve their marketing efforts. One example is retailer Warby Parker, which used email conversion tracking to determine that customers who tried on glasses at one of their retail locations were more likely to make a purchase. Armed with this knowledge, Warby Parker focused on promoting in-store try-ons in their email campaigns, resulting in a significant increase in store visits and overall sales.

Overall, email conversion tracking is a valuable tool for businesses looking to improve their email marketing efforts. By understanding the basics of email conversion tracking, setting up their tracking systems properly, and analyzing their data effectively, businesses can gain valuable insights that lead to improved conversions, more revenue, and increased customer satisfaction.