From day one, 360Works CloudMail
has provided tracking and analytics for email campaigns, which includes real-time delivery, view, click, and bounce results. With version 2.0, CloudMail will also automatically add tracking data to your URLs which are read by web analytics platforms such as Google Analytics and MixPanel.
CloudMail is a great alternative to other email marketing platforms because unlike other platforms CloudMail is made for FileMaker. CloudMail comes with an easy to use plug-in and an example campaign management file, this makes it simple to integrate CloudMail with your existing FileMaker system - no more exporting of email lists from FileMaker. Additionally, CloudMail leverages the power of Amazon Web Services to deliver email messages, and 62,000 messages/month sent are included, FREE of charge!
How Web Analytics Are Included
For any link in the email message, CloudMail will automatically add 'utm' parameters to the link. When recipients receive your e-mail and click the links, these parameters will tell the analytics software that 1) the click came from an e-mail (Medium), 2) the e-mail was sent with CloudMail (Source), and 3) the specific campaign name that you specified when you sent the e-mail (Campaign Name). This gives you a much better idea of how successful your e-mail marketing campaigns are at driving traffic to your web site, and which e-mail campaigns are more effective than others.
Example with Landing Page URL
Let's take a look at how we can gain analytics insight from one of my current CloudMail campaigns using Google Analytics (Universal Analytics Version).
I recently sent out an announcement email blast about our release of CloudMail 2.0 and I wanted to measure and determine what drove traffic to my landing page.
Check out how easy CloudMail's included analytics made my measurement process in three simple steps:
1. In CloudMail, under Campaign Settings, I made the Campaign name "Announcement - CloudMail 2.0 Release."
(This is important because CloudMail will use it later on.)
2. Next, we can see the HTML Content for my campaign in CloudMail where I have included a Text Link to one of my landing pages.
Notice that I have not manually placed any UTM parameters on the URL.
3. Finally, after sending the campaign in CloudMail, I am able to log into Google Analytics to monitor my campaigns (please note it may some time for your analytics platform to process data from campaigns).
In my appropriate website profile and under the Reporting tab, I navigate to Aquisition > Campaigns > All Campaigns. We can see that CloudMail has identified my campaign name from what I specified in CloudMail as my campaign name "Announcement - CloudMail 2.0 Release" and Google Analytics is providing all of the valuable insight I need to determine the effectiveness of my email campaign.
Alternatively, I can navigate to Acquisition > All Traffic > Source/Medium see my e-mail campaign results as well, separately from web-based advertising campaigns.
Specific Link Tracking Example
Knowing which web site traffic came from your e-mail campaigns is great, but let's get even more specific: If our e-mail has, say, 5 links within it, some of which point to the same URL, can we tell whether the user clicked the one at the top, middle, or bottom of the email?
Of course we can! To do this, we will manually add a 'utm_content' parameter to our link. This will then appear in our web analytics. In this case, I want to know how many people clicked on the e-mail signature at the bottom of the e-mail, so I have customized that link and added '?utm_content=cloudmailsignaturetracker' to the end of it. Now, even though there are several links with the same destination in our e-mail, we will be able to know which clicks came from the e-mail signature.
In my Google Analytics account, I can navigate again to Acquisition > All Traffic > Source/Medium and compare metrics in different content.
Notice that I add a secondary dimension in Google Analytics for 'Ad Content'.
Once that is done, I am provided with an additional Ad Content column with my 'cloudmailsignature' results, showing that 17 clicks came from the signature line at the bottom of the e-mail.
Note: You can always add additional UTM paramters such as 'utm_content' or 'utm_term' if needed, but CloudMail will always take care of the most important parameters (Source, Medium, and Campaign) for you.
As you can see, CloudMail is a great way to get more done in your day. It does the campaign tracking for you and seamlessly allows you to send email blasts to any size audience from FileMaker. We hope you found our 360Works CloudMail and analytics tips to be helpful!
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