How to Use Analytics to Create Successful Email Marketing Campaigns

8 min read
Oct 21, 2019
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Did you know that 93% of B2B marketers use email for content distribution? What’s more, 40% of marketers agreed that email newsletters are crucial for the success of their overall content marketing strategies. If it’s done right, email marketing can help businesses boost their brand visibility and get more leads. In fact, for every $1 you spend, you can expect to get an average return of $32.

Clearly, email marketing can deliver a good ROI. But not everyone experiences success with it right away. That’s because email marketing is a long-term strategy.

You need to keep track of your open rate, click-through rate, conversion rate, and more. To succeed at email marketing, you need to measure your progress and see what’s working for you. Using data and email analytics, you can stay at the top of your email marketing game.

Using Analytics For Email Marketing

Many business owners and marketers get anxious when you mention email analytics. It may sound complicated, but if you know what to do, it’s not that tough.

In this article, we’ll discuss different ways in which you can use analytics to get the best out of your email marketing campaigns.

1. Use Predictive Analytics to Send Targeted Emails at Strategic Moments

Personalization is the key to successful email marketing. If you send an email about a discount on your new pair of shorts just when a customer is planning a beach holiday, you’re more likely to get a positive response.

Or maybe one of your customers added a few products to their shopping cart but then abandoned it for some reason. If you send a follow up email at the right time, chances are you may get a lead.

In such instances, predictive analysis can help you send targeted emails. Using predictive analysis tools like IBM SPSS software, Oracle Predictive Analytics, Marketo and others, you can get access to use your customer’s purchase history to analyze their shopping habits. Based on your analysis, you can schedule follow up emails or reminders.

In addition to this, predictive analysis can also help you estimate the total time for which a specific product is expected to last. Sephora uses this strategy to boost their customer retention rate and sales.

Using this technology, the Sephora Innovation Lab keeps a tab on customer purchases and reminds customers of their saved products. Additionally, they also mention loyalty points, rewards, discounts, free trials, and other benefits for which a customer is eligible.

Every time a customer buys a product, they note the date of purchase. Based on that, they estimate how long it will take for the product to run out.

So, if a product is expected to last for 3 months, Sephora sends an email to the customer with relevant offers for the product around the same time. They also showcase complementary products and special discounts in that email. It’s a great way of ensuring brand loyalty and boosting your retention rate.

sending targeted emails
Image via In2sight

2. Use UTM Tracking to Measure Campaign Performance

A lot of email analytics tools can help you measure your campaign performance with open rates and click-through rates. But what if you want to delve deeper into analytics?

With UTM codes, you can find out how customers interact with your website once they click-through. You can see the web pages that they have visited and the products that they have purchased. Using this data, you can understand what works for you and how you can improve your email marketing campaigns in the future.

If you’re still new to the concept of UTM codes, here is a quick guide for you on how to create and use UTM codes for campaign tracking. When you get website visitors from Facebook or Twitter, it’s easy for Google Analytics to identify the source.

But when it comes to email, if you don’t use UTM codes, your traffic may get tagged as “Direct.” To avoid that, you need to add UTM codes to the links in your emails.

In simple terms, UTM parameters or codes are just text that you can add at the end of your URLs. Using this text, you can see where your website traffic comes from. And that can help you analyze the success of your email marketing campaigns.

Using UTM codes is really easy with Google Analytics. If you don’t already use it, install Google Analytics. Once that’s done, go to Google Analytics URL Builder. It’s a free tool which allows you to create your unique URL within seconds.

All you need to do is fill out the fields in that section. Then you can get a coded link that you can use for your email campaigns.

3. Leverage A/B Testing to Improve Your Email Design and Content

One of the best ways of finding out what your customers like is through A/B testing. In this method, you need to create two versions of your email.

Half of your test group receives the first version while the other half gets the second. At the end of it, you compare which version is more effective at getting opens and clicks. This method can help you understand which of your email templates works better.

You can use A/B testing to experiment with subject lines, email content, CTAs, font sizes, colors, devices, and more. Once you’ve sent out both the versions of your email, track and analyze the results.

Take a look at the bounce-rate, open rate, and click-through rate. By analyzing this data, you’ll be able to improve your email marketing campaigns.

4. Use Influencer Marketing Analytics to Boost Your Sign Up Rate

Influencer marketing is one of the hottest trends in the industry right now. If you collaborate with the right influencers, you could get your brand noticed quickly. The good news is you can even leverage it for email marketing.

First, you need to find the right influencers in your niche. For this, you need to look at influencer marketing analytics.

Check for metrics like post views, engagement, number of shares, reach, number of followers, and the total number of published posts. An easy way to go about it is to use a tool like With just a few clicks, you can find relevant influencers in your niche along with their statistics.

Once you zero in on an influencer, you can get in touch with them for content creation. You can repurpose their content to feature it in your emails. It could be a testimonial or a promotional post within your email.

With this strategy, you can add social proof to your emails. With a recommendation from an influencer, you’re likely to get more people interested in your product. If you’re looking to increase the number of sign-ups, this strategy can especially be helpful.

5. Deploy Email Marketing and Analytics Tools to Manage Your Campaigns

While email marketing can get more leads, planning and managing your campaigns can be time-consuming. To save time, you can use email marketing and analytics tools.

Google Analytics

As we have already seen above, Google Analytics is a necessity if you want to use UTM codes. But that’s just the tip of the iceberg.

Google Analytics also has an Advanced Segments option which allows you to see data for specific visitors. To see website visitors from your email marketing campaign, you need to click on the “Add Segments” option.

Once you’ve created a new segment, click on “Traffic Sources.” In the “Medium” field, choose Exactly Matches, and type “Email” there.

This way, you’ll know how many people are redirected to your site from your emails. It’s a simple way to track the success of your email marketing campaigns.


MailChimp can be used for overall email marketing campaign management, performance tracking, as well as email automation. It’s an all-in-one tool.

MailChimp allows you to send different drip emails to people based on how they interacted with your site. So, someone who was checking out your products won’t get the same email message as someone who just abandoned their cart. For each person, the email is customized.

Another advantage of using MailChimp is that it comes with pre-built email template and ready-made segments. So, you can even rely on it to design the emails that you send out.


Even if you don’t have a huge budget for your email marketing campaigns, you can use GetNotify to track your emails.

It’s a free tool that sends you a notification every time a recipient opens your email. Along with this, you can also keep track of your email links and discover your recipient's IP addresses, browsers, locations, and more.

HubSpot Email Tracking

With this email tracking software, you can schedule your emails, check the history of your leads, or even run your email campaigns on autopilot.

HubSpot’s Email Tracking uses machine learning. So, you can use it to figure out the best times to deliver emails to your audience.


Running a successful email marketing campaign requires that you be thorough with analytics. To get ahead of your competition, you can use predictive analytics, UTM codes, or influencer marketing analytics to track your campaigns. In addition to this, you can use A/B testing to figure out what’s effective for you.

Email marketing can be a time-consuming affair. To save time and effort and to get better insights, you should use tools like Google Analytics, MailChimp, GetNotify, and others.

Have you used analytics software or tools for your email marketing campaigns before? Please share your experiences in the comments section.

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