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How Click Tracking Can Improve Email Marketing

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How Click Tracking Can Improve Email Marketing

QuickMail
October 30, 2020

Click tracking: Finger pointing at a screen

Sending cold emails is just the first thing off your email marketing campaign checklist — click tracking the emails is next.

Naturally, you want to know whether recipients have opened your email. And if they have, how have they interacted with the content? Which links got clicked on the most, and which links were ignored?

Marketers should track clicks to know what’s working for their marketing campaigns and what isn’t. All the effort they take to create well-crafted cold emails with actionable CTAs would be a waste otherwise.

Click tracking is a great way to measure campaign success — it can help drive traffic and sales.

In this article, we’ll discuss click tracking and how you can measure your visitor clicks to improve user experience and increase conversion rates.

What Is Click Tracking?

Icons of email recipients

Essential for analytics, click tracking allows you to measure and report which places on your emails get the most clicks.

Click tracking software or tags employ a specific click tracking tool to record clicks by collecting and displaying data in a numerical or visual (heat maps) format.

But why should you take the trouble?

Web analytics can help personalize your content better through the gained insights — something you can use later to boost overall engagement, retain customers, and get more landing page visits to maximize sales.

So generating a tracked link and inserting it into your CTAs should definitely be on your priority list.

Having said that, you still need to make sure your cold emails are succinct and actionable.

Check out our YouTube channel to learn the best practices to generate more sales and grow your business — all through cold email.

Decoding the Benefits of Click Tracking

There are three main applications of click tracking — each of which is focused on giving you access to more valuable useful analytics data and helps overcome common selling mistakes.

1. Email Click Tracking

Email click tracking allows you to know how many times recipients interact with your email by clicking on the incorporated links. The process is similar to that of calculating the click-through rate (CTR) for every active email campaign.

You have the potential to make $44 for every $1 you invest in email marketing — that’s the good news. The bad news is this kind of return doesn’t come easy.

It’s crucial for your target audience to receive the right message at the right time, and for this, you need access to certain data for optimizing your email marketing campaigns.

The number of people who opened your emails, how many clicks you received on which links — you should try to know all the details you possibly can about your email campaigns.

Here’s how this tracking takes place:

To find out whether recipients have clicked on any link within the email, the email service provider generates a unique URL string, which is then forwarded to your intended URL.

Each email subscriber is given a unique link, making tracking who clicked what relatively easier.

2. UX Click Tracking

Click tracking goes beyond simply measuring the frequency of links and email clicks. It gives you an idea about how people interact with your website and what you can do to provide them with an improved user experience.

Many marketers use heat map visualization, which makes it easier for them to identify hotspots (spots that receive the most user clicks) and cold areas (spots that users commonly ignored). You can use session recordings along with heat maps to view mouse clicks and mobile taps when watching the recording later.

3. Link Tracking

Link tracking involves monitoring and reporting link clicks. There are plenty of ways to track links, but the UTM tracking code remains the most popular.

Query strings, known as Urchin Tracking Module (UTM) parameters, are attached to URLs You identify traffic source or campaign name. Link tracking allows you to find your main source of traffic (whether it comes from Facebook, AdWords, email, and so on) as well as track custom campaigns in web analytics tools like Google Analytics.

Common Click Tracking Metrics You Should Know

The following email tracking techniques can help you gauge the effectiveness of your email marketing campaigns:

  • Click rate: The total percentage of recipients who clicked on any track the link in the email copy.
  • Clicked: The number of email recipients who clicked on any tracked links.
  • Clicks for unique opens: The total percentage of recipients who clicked on your campaign and then clicked on a link.
  • Last clicked: The latest date and time that a recipient clicked on a tracked link.
  • Total clicks: The total number of times a specific track the link was clicked.
  • Top links clicked: The destination URLs that had the most clicks in your email drip campaign.

You can use these metrics to enhance your email marketing campaigns and incorporate better links to encourage real-time clicks and increase web page visits.

How Does Click Tracking Works With QuickMail?

Here, we’ll discuss two ways to effectively implement email click tracking.

1. Click Tracking With QuickMail

QuickMail offers an email marketing metric called CTR, which allows you to track the number of clicks on every link you insert in your email campaign, like unique clicks and repeat clicks.

You can also use the data to improve lead scoring according to your prospect’s actions. For instance, if a recipient clicks on a specific link, they’ll get a higher score than someone who just opens the email.

Additionally, you can also create manual tasks like checking LinkedIn profiles or calling recipients when they click on a particular link in the email.

2. Click Tracking With Google Analytics

You can easily integrate your Google Analytics account with your QuickMail account to transfer all your internet marketing stats in one place and create comprehensive Google Analytics reports if needed.

As a result, you can learn the statistics of all your marketing channels, including social media channels, display advertising, and, of course, email.

Fake Spam Filter Clicks: Who Is Really Clicking Your Emails?

Hands clicking on a button

While all this sounds fantastic, you still have to be aware of fake spam filter clicks when tracking clicks.

GMass marketers started noticing inflated open rates across campaigns, resulting in incorrect email performance stats. Interestingly, it was also found that the whole process was very similar to open tracking.

You see, experts found that Gmail can trigger false opens via a bot. Hence, your email marketing metrics could be way off because of these spambots, which, in turn, could neutralize your efforts to improve the effectiveness of your campaigns.

This is precisely why you should choose a reliable cold emailing software that registers genuine clicks. This way, you can avoid false positives and measure clicks more accurately.

Click Tracking Matters Because Clicks Matter

Knowing whether your email marketing efforts are actually paying off is necessary. However, if you can’t correctly determine which CTAs and links score more clicks, you won’t get the required data.

Let’s also not forget your internal links are major contributors to your user experience. So if you want your brand to grow, make sure you start your free QuickMail trial. Then, watch your cold email campaigns thrive.

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