Have you ever wondered exactly what happens after you send an email newsletter?
Even if lots of subscribers clicked through to your site, do you know if those clicks led to any tangible results? It’s surprisingly easy to find out. I’m going to show you how to take something complicated—Google Analytics—and make it super simple.
Dean here, one of Mad Mimi’s original owners. Many of you have chatted to me via email. Most of you have experienced the exuberant assistance of the warm hearted Mad Mimi support team, my old colleagues. Earlier this year, I left the Mad Mimi team to launch Teacup Analytics. I built Teacup to help answer your questions about Google Analytics. Teacup simplifies the gallimaufry of Google Analytics data and answers your questions with a library of ready-baked reports.
I’d like to walk you through one of my favorite reports: How Much Quality Traffic Is Coming To My Site From Emails That I Send Out? Together, we’ll find out the answer!
Curious about Teacup right now? Grab a free account here. You’ll be able to explore up to three reports free, forever!
How Much Of Traffic Is Actually From Email Newsletters?
Let’s look at the big picture here. We’re not exactly looking at the clicks the email newsletter got (at least, not yet). We’re looking at how many visits to the website came last week, from our newsletters, whether we sent a single email or three.
But we also have a trend to think about. Did the site get more traffic this week than normal? At a glance, you can see email traffic compared over the last four weeks.
Or, take a look at the trend graph for a longer term view.
Notice the different colors? Well, let’s get clever!
Teacup analyzes overall audience behavior and then grades this week’s email traffic compared to the normal quality of traffic. This way, you can see whether email traffic is above, or below average. Green weeks had particularly good traffic!
Let’s discuss your email newsletter traffic more…
But Is The Email Traffic Good Or Bad?
Good question and, like conjurer extracting a rabbit out of a hat, I’ll materialize an answer!
By analyzing both past audience behavior and the current week’s behavior by channel, by landing page or even by which device your readers use, Teacup is able to tell whether email traffic is high quality or not. This last week, it was a C which is a little bit below an average grade:
You can monitor whether new subscribers are genuinely enthused by the website or if your efforts to grow the list are signing up people who aren’t quite up to par when it comes to buying products and exploring in depth.
What Can Be Done About Email Traffic Quality?
I knew you’d get to the nub right away! Teacup actually makes some smart suggestions as to whether an improvement is needed or whether the email channel is ready for some smashing growth.
In this example, we’d need to improve due to the mediocre grade. Because I see the conversion rate is a disappointing D, I’ll look into that further and test some ideas out. Perhaps a clearer “call to action” is needed. Luckily Teacup can track the results of any tests you run too – we call it the “Achievables” feature. We’ll even calculate a reasonable target to aim for.
Which Devices Are Readers Using?
Is there difference between a link clicked on a phone or a laptop? Well, there’s have that answer too! Compare the quality and quantity of email traffic in the Detail Breakdown section:
Learn Even More About Email Newsletter Traffic!
I could go on (and on, and on) but rather than leave you throbbing at the temples, I’ll be brief here. You can compare the end results of links clicked in newsletters by looking at the quality grade of landing pages. You can see whether one recent campaign had more engaged visitors than others. And so much more. The Detail Breakdown area is a fun section to explore.
The best part is… just click the little turquoise semi-circle to get a recommendation about whether to grow or optimize.
But How Does Email Traffic Compare To Social Media Traffic?
Great question! Teacup has a marvelous report called Where Did My Traffic Come From Last Week? This report compares the quantity and quality of all your traffic channels! I’ll leave you to explore that yourself when you have time.
It’s such a joy to chat to Mad Mimi-landers like you. If you ever have a question about Google Analytics, Teacup or just stuff in general, you’re welcome to reach out.