What else can influence the effectiveness of follow-ups?

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Adding new emails to the chain gives a noticeable surge in traffic, especially if you add new discount coupons to the emails. After such peaks, the line quickly levels out, but there are more transitions from emails to the site on a permanent basis.
New PPC campaigns or budget changes for existing ones. The more people come to the site, the more registrations, each of which starts a chain of follow-ups.
Improving existing letters , adding new valuable information and especially links. Follow-ups should be edited regularly, adding, replacing and improving their content. In our case, rewriting the texts, ordered from a terribly expensive American copywriter, worked great, making the texts more selling. The cost of his services paid off in the first week.
Mailing service glitches. Sometimes the service just goes crazy. argentina number data And it can really ruin your whole job. That's why you need to constantly monitor follow-up indicators in Google Analytics. Normally, if the chain and PPC campaigns are not changed much, the traffic is smooth and stable. There are no sharp drops without reason. If you suddenly see a big hole in the graph, but the advertising has not been turned off or cut, urgently find out where and what has fallen off.
UTM tags

To track traffic from follow-ups, all links to the site that lead from your letters must be marked with UTM tags . Otherwise, you will not be able to distinguish in Google Analytics how many transitions, conversions, etc. were from where.

Thanks to utm tags, you will be able to see traffic, revenue, conversion rate and other data from follow-ups in the "traffic sources" section of Google Analytics. To evaluate the effectiveness of not only all letters in total, but also each one separately, use an individual tag for each letter.

To create correct links, we use the URL builder from Google . Fill in 4 fields:

Website URL - insert link
Campaign Source - here we write "followups" once and don't touch it anymore
Campaign Medium — write “email” once and don’t touch it either
Campaign Name — here we indicate the topic of each follow-up in one or two words (in Latin)
Skip the remaining fields
The constructor generated a long-tail link for us from all of this, which we copy below with one click.