This is how easy it is to track your email marketing ROI with Drip

Doug Crescenzi
Jun 14, 2017 · 4 min read

So, you’re selling something online. Perhaps it’s a product? Perhaps it’s a service? In either case you want to be able to track how your marketing efforts are performing and determine which leads are converting into paying customers.

Many of us nowadays use email marketing to do this. Email marketing is extremely effective and typically generates the largest ROI.

According to a report from Campaign Monitor:

For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. Despite the plethora of tools available to marketers, email marketing is simply the best bet for business growth.

That’s all fine and good, but isn’t it important to *actually* track and measure your email marketing ROI? Of course!

With Drip you can and it’s super easy.

Drip to the rescue

There are three different ways to track conversions with Drip. The option that’s best for you and your business depends on how you’re set up to sell your products online:

  1. The most common approach is to track visits to a “Thank You” URL. I.e., scenarios where a customer is redirected to a “Thank You” URL after making a purchase.
{
"id": "99999",
"status": "active",
"name": "Trial Signup",
"url": "/receipt",
"default_value": 2000,
"counting_method": "one_per_visitor",
"created_at": "2013-06-21T10:31:58Z",
"href": "https://api.getdrip.com/v2/9999999/goals/99999",
"links": {
"account": "9999999"
}
}

Sounds easy enough, right?

Let’s take a look at how tracking conversions works when your customers are redirected to a “Thank You” URL after making a purchase.

How does it work

First things first, you need to deploy Drip’s JavaScript snippet on every page of your site above the closing </body> tag. The snippet is used to link your Drip account with your website and track when email recipients follow links to different pages on your site. More importantly, the script is used to track conversions when customers make purchases and are redirected to your “Thank You” page.

Drip uses cookies to do this. When a new subscriber subscribes or when they click a link in an email you send, Drip issues them cookies. Then when the subscriber ultimately makes a purchase through an email campaign, Drip records the conversion via the JavaScript snippet on the “Thank You” URL. However, before that will work, you have to configure Drip to track your conversions.

Within Drip you can easily create and configure your own custom “Conversions.” It’s likely you’ll want to track a collection of conversions for your different products and campaigns. To do this you’ll need to provide the location of your “Thank You” URL and the values of your conversions (i.e., the revenue from your sales and how you want to count them):

If you don’t redirect customers to a “Thank You” URL, you can instead track conversions via Drip’s integration with your payment provider or with their API.

What other relevant data can you capture and evaluate

Along with tracking your conversion rate and proving how much revenue you’re driving with email, Drip has additional reporting features that are more specific and sophisticated. They can help you test and measure your assumptions and ultimately improve your email marketing.

  1. Conversions by campaigns: This metric shows you the total number of conversions, conversion rate, and the conversion value for a specific campaign.

All in all this data gives you an unfair advantage when it comes to your email strategy. Once you start tracking it, it’s only a matter of time before you’ll identify which levers to pull in order to fuel serious growth in your business.


Interested in learning more about how to hack email marketing? Drop us a line. We’d love to chat — team@upstate.agency

P.S. — You might enjoy this article, How email automation will increase your revenue and save you time.

Upstate Interactive

We're a women-owned business that helps B2B organizations…

Doug Crescenzi

Written by

We build smart contracts and distributed applications @ Upstate Interactive http://upstateinteractive.io - Founder @ Hack Upstate http://hackupstate.com

Upstate Interactive

We're a women-owned business that helps B2B organizations turn great ideas into software.

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