Tracking URLs are useful because they allow you to determine just how effective your email marketing campaigns actually are. You should always use a tracking URL when you are directing traffic over to your landing page.
At tracking URL is a just a normal URL with what’s called a token attached at the end of it. Therefore, a normal URL might look like this http://www.mywebsite.com/email where as a tracking URL would look like this http://www.mywebsite.com/email/?umm_campaign=assessment.
Your landing page is the most common place for a tracking URL to be placed. You will add the link to the page you want to track and this will automatically begin to populate data about your visitors to that page. What those results look like will depend on who is providing those results. For example, Google provides tracking links, but so does Hubspot or Clickbank. To create a campaign simply follow the instructions provided to you.
To implement your tracking URL you simply have to copy the URL the way it is given to you. You can often opt for a shortened link, which works well in social media or a full tracking link, which is what you will use in your email campaign.
Once the link is in place and out there, it will be time for you to concentrate on the marketing action information and your analytics. This information tells you a great deal, about what is happening with your links. It tells you things like how many times a subscriber clicks on your link. Then it tell tells you how long they stay on your page, where they go on your site, etc. It also will tell you your bounce rate, which is how many people land on your site and then immediately leave. All of this information is very important to you.
You can create a number of different campaigns. This works well for different products or email marketing campaigns. It also is helpful when you want to test different links and see which is working best. In other words, when you want to experiment with your call to action.
Not bothering to use tracking URLs is the most common mistake newcomers make. The problem is, that by doing this it’s like driving at night with your headlights off and no street lights. Every now and then when someone passes you, you get a glimpse of where you are, but most of the time you’re driving in the dark. That’s exactly what will happen with your email marketing if you don’t take advantage of URL tracking.