If you send emails or engage in email marketing, Google Analytics email tracking can show you the stats to measure efficiency
Chiropractic Economics’ 22nd Annual Salary & Expense Survey revealed that, on average, chiropractic professionals spend approximately $11,617 per year advertising their practice. Though this amount signals a decline from marketing-related spending in recent years —dropping from $15,455 in 2017 — there is still great value in promoting your services via these channels. Especially when this promotion involves sending emails and using Google Analytics email tracking and stats to measure efficiency.
Benefits of email marketing
One major advantage of email marketing is that, in the U.S., 90.3% of internet users have an email account. This provides immediate access to a large portion of your patient base, even if they’ve physically moved and not yet updated your office with their current address. But how effective is email marketing to building and growing your practice?
According to recent data from HubSpot, email marketing offers businesses up to a 760% increase in revenue. It also provides a 38-to-1 return on investment. Put another way, for every dollar spent on your email marketing efforts, there is an average return of $38.
That said, it doesn’t have to cost anything to correspond with your patients with email. The only costs associated with email marketing are if you purchase software or hire a service. However, if you’re trying to reduce your expenses, an effective email campaign can still be achieved by writing and sending your own correspondence.
Additionally, four out of five businesses report that keeping in touch with their customers via email has improved their retention rates. This makes email a great way to not only bring in new patients but to keep current ones returning as well.
Understanding Google Analytics
Making your email campaign as effective as possible requires monitoring certain sets of data and Google Analytics can help. Google Analytics is a free tool that provides a ton of information about your website traffic and the Google Analytics email tracking resulting from it.
For instance, it can tell you:
- your audience’s demographics (age, gender, etc.)
- the location of your website visitor (city, state, and country)
- how visitors got to your website (by typing in the URL directly or clicking on a link within another online site)
- what time of day your site gets the most visitors
- the type of device your visitors use to access your site (desktop versus mobile)
If you use Google Ads, Google Analytics also provides data to help you better understand the effectiveness of those ads. This includes sharing information about keywords used, search queries, and your overall campaigns. This information offers valuable insight into the ways your patients interact with your site, as well as garnering data as to which of your online services they use most.
You can even use Google Analytics to help you determine whether your website is achieving its desired goals. It does this by monitoring certain actions on your page, such as how many patients download a particular form or brochure.
Using Google Analytics email tracking data
Some of the information provided by Google Analytics can be used to create a more effective email marketing campaign. If you know that your website gets the most visitors around 6 p.m. on Monday, for example, you may get more patients to click on the links within your emails if you send them around the same time. They’re likely already online, making it a good time to get them engaged with your chiropractic practice.
Google Analytics data can also provide a clearer picture of who is most interested in your services. This helps you create a more targeted campaign for your emails utilizing Google Analytics email tracking through clicks to your website. It also offers guidance for creating online correspondence that resonates more strongly with the email recipient. Once you understand who they are (their age, gender, etc.), it becomes easier to speak directly to them.
How do you know if your email campaign is working? If your recipients are taking the action requested in your emails. Google Analytics assists with this as well by sharing how users arrive at your site via Google Analytics email tracking. If your emails are effective, this referral source should have a higher number. If the number is on the lower side, this tells you that you may need to alter your campaign to obtain better results.
Installing Google Analytics
Installing this data-based tool is easy. Go to Google Analytics and either create a new account or, if you already have one, sign in. From there, you will be prompted for your website information. You’re also able to customize the way you view your data, providing a more personalized experience.
Next, add the Google Analytics tracking code to your website. This enables the program to collect and report your data. Once this is set up, make a point to monitor your analytics regularly. This makes it easier to track your emails’ effectiveness while offering the ability to make changes that allow you to get the most from your digital marketing efforts.