Email marketing tracking clicks page by page after they landed on your website
If your email marketing system shows the date and time email recipients clicked through to your website then you CAN see what they looked at page by page as they moved through your website.
When you’ve spent time and budget to get email marketing campaign clicks to your website, you want to fully capitalise on any further information you can get – especially people who looked at more pages within your website.
What most email marketing systems do
There are endless email marketing systems that you can use to send out your email campaigns to clients and prospects.
Most of them (particularly at the lower-pricing end) will show you:
- Date (and time if you’re lucky) when the person opened the email.
- Which link(s) they clicked on within the email.
What most of them don’t do is show you what those people looked at page by page after clicking through to your website.
Why you need to track more than just the email click to your website
Your higher priority should be on those people who clicked from an email campaign to your website AND who looked at other pages after they landed.
Why?
Because if they’re looking at several pages then they will often be more interested in what you can offer them overall (instead of those that just clicked through to the one landing page from your email campaign).
What you need to track email campaign clicks beyond the page they landed on
There are many systems (e.g. Hubspot) that already have the ability to track page by page views of people after they’ve clicked through to your website. That’s great if you have budget for those systems – but if you haven’t, here’s another alternative …
How to track page by page views of website visitors from email marketing campaign clicks
I use an intelligent (but low-cost) piece of analytics software to help my clients understand lots about their website visitors. This includes:
- Where people went (page by page) after an email campaign click.
- Names of companies that visited the website (and what they looked at).
- Homes that visited the website (and what they looked at).
- What return on investment is being gained from marketing activities.
- Identifying problem areas (that are blocking conversions to enquiries) within the website.
One of those features makes it possible to track precisely what each email marketing clicker looked at page by page on the website after landing.
Here’s a video showing how it works …
That video shows that there’s more value in focusing on the people who looked at a few website pages (after landing from the email marketing campaign), than those who looked at just one page.