The holiday season is already upon us, and for many of us, that means we are already watching the sales rolling in. Of course, if you don’t know exactly how much of those sales you are driving with your email marketing, then you are you are missing out – big time.
Knowing the impact your email marketing has on the bottom line is huge. It can help you to justify more money, more time, or more thought on what is most likely a crucial part of your marketing mix. So how can you do that? One word gets you there – Conversions.
Within Bronto you can quickly and easily track conversions, and today I’d like to talk about strategies for getting the most out of tracking multiple purchases on your site. Keep in mind that conversion tracking within email marketing can be powerful, but it is usually there for segmentation purposes. Conversion tracking allows for a great way to track email’s value add or engage in remarketing, but it’s not going to replace the reporting you get from your ecommerce system.
With that being said, when you are implementing conversion tracking, you should consider your needs first. For the details on how to implement the actual tracking code, see our recent blog post on Setting Up Conversion Tracking Within Bronto.
Show me the money
If you are looking primarily to understand the total amount of money that is driven in, then I’d suggest you go with ‘Purchase Total’ tracking. In this method you will be tracking just one thing, purchase total. In fact, I would recommend just using “purchase total” as the actual description.
This will allow you to have a simple report that quickly and easily displays the value you are realizing from your email marketing. You will be able to segment your contacts on purchase amounts as well. Are you excited about the prospects of a High Value Customers yet?
A Segmenter’s Dream
If you have loftier goals of segmenting and targeting buyers based on their behavior, I would suggest going with a more granular approach. You can actually track multiple conversions on one page, and I would suggest doing one for each department they purchase within. You could track at the product level, but that can quickly become unwieldy, and frankly, almost impossible to segment on.
The departmental method will require that your ecommerce system (or an add-on created by your team) be able to break purchases down by department. However, once you have conversions tracked by department (with their corresponding spend by department), you will be able to segment you contacts by department they have purchased from. Now you’ve just opened a door to more relevant emails!
As you can see, there is no single set way to track conversions. You will need to put some thought into what you want to do with the resulting data. But don’t be too concerned, if you find that you aren’t getting the data you need, you can always change your conversion tracking.
Adam Covati
Product Manager at Bronto
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