What are Email Subscribers Doing on Your Site?

Do you really know what email subscribers are doing on your site?

In Google Analytics, it’s easy enough to see what subscribers do on your site when they click through from your email newsletters. But how do you know what those same subscribers are doing when they come to your site from other sources, like organic search or social media?

Tying sessions from different sources together to see an email subscriber’s full journey can be challenging in Google Analytics. In this episode, we will show you how to make these connections using a combination of campaign segmentation in Google Analytics, reporting in Mailchimp, and Lighthouse, a Google Analytics add-on tool that ties email subscribers on your site to Google Analytics, shedding light on important users.

  1. Look at Your Email Tool

    In Mailchimp’s campaign report, you can see the most clicked-on links to understand what content resonated best with your subscribers. You can get even more granular by looking at which subscribers clicked each individual link.
    In Mailchimp’s campaign report, you can see the most clicked-on links to understand what content resonated best with your subscribers. You can get even more granular by looking at which subscribers clicked each individual link.

  2. Look at Google Analytics

    Google Analytics can give you a better idea of what your subscribers did after they clicked the link in the email you sent out. You can look at data from that same campaign you were looking at in Mailchimp by creating a segment in Google Analytics with a unique email campaign identifier. You can then compare session quality metrics to other segments on your site.

  3. Link Data with Lighthouse

    Lighthouse is a Google Analytics add-on that allows you to see subscriber behavior across sessions. If a subscriber clicks on a link to your website in a newsletter you sent, their email is captured in Lighthouse, along with a unique Google Analytics User ID that will be able to tell you, for up to the last two years, what actions they’ve taken on your site. If a subscriber has opened your email newsletters on multiple devices (thus creating multiple User IDs in Google Analytics), Lighthouse will be able to bind that data, giving us a cross-device and cross-session view of how an individual behaved on your site.

Take full advantage of the data provided by Google Analytics and Mailchimp (or other email service providers), to better understand your email subscribers’ behavior. Then, give Lighthouse by Whole Whale a try to get a fuller picture of user behavior!

Want to see how else Lighthouse can make you better at your job? There’s a video for that.