Why use Google Analytics with your emails?
In a world where an estimated 333 billion emails are exchanged daily and email marketing revenue soared past $10 billion in 2023, the importance of emails in a marketer’s toolkit is undeniable. But without the right tracking system, you’re essentially flying blind, throwing darts in the dark.
Now, let’s dive into a scenario. Let’s say you have a list of 10,000 subscribers. With your current email strategy, you have an average open rate of 20% and a click-through rate of 5%. This translates to 2,000 subscribers opening your emails and 500 clicking on the embedded links weekly. With a 2% conversion rate and an average sale of $20, you’re looking at 10 of these engaged subscribers making a purchase, generating a revenue of $200 weekly.
But what if you could do better? By integrating Google Analytics 4 and leveraging its segmentation capabilities, you send out more tailored newsletters. With GA4, you can utilize user, session, and event segments to refine your audience based on specific criteria (e.g., geo, device type, level of engagement, etc.), ensuring your newsletters resonate more effectively with each recipient. The result? Your open rate jumps to 30%, and your click-through rate doubles to 10%. With the conversion rate holding steady, your revenue now spikes to $400 weekly. That’s a whopping 100% increase in revenue just by making your emails more personalized and relevant to your audience.
The magic here isn’t just in the numbers; it’s in understanding your audience’s behavior, preferences, and needs. By setting up email tracking in Google Analytics 4, you’re not just measuring the success of your campaigns; you’re optimizing them for better results. And considering that 36% of marketers aren’t even measuring their email ROI, imagine the competitive edge you’d have by doing so!