Wouldn’t you like to know which campaigns brought you new sign-ups and drove users to apply to a programme? 😮 Sending a campaign doesn't mean you're quite finished yet, because it's in your best interests to measure effectiveness: find out if people are reading and clicking, and if you're investing your time and efforts in the right marketing pieces.

Being attuned to your target audience's response will give you insight into behaviour patterns as an indication of interest and trust, thereby revealing what's working and what's not and moving you forward to better practices. 💡

➜ How do I know if my campaign has been delivered and read?

➜ Why do my emails go to SPAM?

➜ How do I know if my campaign has led to users taking action, like submitting an application?

     1) Click Apps on the sidebar and choose Campaigns
​     2) Go to Dispatched
​     3) Find a campaign and click the graph-looking button Campaign statistics

This area will host an archive of your campaign settings (see tabs Details, Message, Audience and Advanced for that), but most importantly it will headline up-to-the-minute information concerned with delivery and engagement under Recipients, as shown below:

TOTAL — How many emails were sent.
​DELIVERED — How many emails made it to the inboxes of the individual recipients.
​UNIQUE OPENS — How many recipients opened the email at least once*.
​UNIQUE CLICKS — How many times a link in the email was clicked at least once by individual recipients* (if applicable).
​UNSUBSCRIPTIONS — How many people unsubscribed from receiving marketing emails.
​SPAM — How many emails were flagged by SPAM filters or manually marked as SPAM by users.

*Repeated opens and clicks are not considered.

Under the tabs Bounces and Unsubscriptions you can find the list of users who fall in each respective category. Bounces are email messages that couldn't be delivered, most commonly because the recipient's address is invalid or the recipient's email box is full.

Most webmail providers nowadays employ increasingly rigorous filters to identify and block spam, but the filters aren't completely accurate. Moreover, low open rates and spam complaints are big factors that contribute to this, as both are logged by ISPs to trigger spam filtering past a certain threshold. Even recipients could be manually marking your campaigns as spam, despite previously agreeing to receive marketing emails.

A few key tips to think about is to be consistent with your corporate identity and always choose a sender that is immediately recognisable to recipients, pick good subject lines, don't inundate your audience with irrelevant content, and run re-engagement campaigns to wake up sleepy subscribers before it's too late. 😴

By implementing Google Analytics with Google Tag Manager.

Google Analytics is a free tool that crawls data from website traffic to generate real-time reports and statistics about what visitors are doing there. For instance, how many users visit your website, what time of day visitors access it, what country are they from, how long do they spend on each page, which pages are most viewed, etc. – in short, broad website information.

In turn, Google Tag Manager works with Google Analytics to create and add pieces of code named tags to your web pages in order to trace specific interactions right to their start point (e.g., a campaign). The Tag Manager will then send the custom data to Analytics, where you can view it. This makes it possible to know which started and submitted applications and sign-ups sprouted from a campaign. 😍

You can install Google Tag Manager by setting up an account here. Then, to integrate Google Tag Manager with Google Analytics into FULL FABRIC, write to Support with your Container ID and we'll enable it for you. This article explains how Tag Manager works with FF. 😃

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PUBLISHED: November 12, 2018
​LAST UPDATED: August 12, 2018 at 2:46 p.m.