Email is the lifeblood of your business.

Build a list.

Communicate with it consistently.

Track your results!

I constantly talk about the first two, but don’t highlight tracking enough.

Know your numbers.

And I’m not just talking about opens and clicks.

Sure, they’re useful and you should be tracking them.

Open rates can tell you what types of subject lines cause your audience to respond. For example, questions in the subject line don’t perform that well with my audience. Short subject lines with benefit + curiosity are my favorite.

Your open rates can also tell you if you’re going in the wrong direction…subscribers aren’t paying attention, your list needs to be cleaned, or you need to improve your messaging.

Click rates tell you if your audience is interested in the topics you’re covering and whether your transition to your calls-to-action are working.  Little things like putting the first link early in the email and using link text that matches your subject line increases your clicks.

And I’m definitely not talking about unsubscribe rates.

My most profitable emails have also often had the highest number of unsubscribes.

If you’re making decisions based on unsubscribes, you’ll quickly become a wimpy, milquetoast marketer too afraid to say anything worthwhile.

No, the most important numbers to watch are your sales.

Show me the money!

Because that’s why you’re in business, correct?

Sure, you want to help your audience. But you also need to make a living.

Which emails are earning you the most revenue?

That’s easy. It’s the last email before the deadline on your special offers runs out in a few hours.

But what about your day-to-day emails?

What about the emails in your automated follow-up sequence?

Is every email earning its keep…or do some of them need to be replaced?

What is the lifetime value of each subscriber?

What about the value of subscribers coming from different traffic sources?

This is a biggie. I’ve seen many client campaigns where the subscribers from one channel were much more valuable than another.

For example, leads from Youtube ads often cost us more than leads from Facebook, but they’re also often much more valuable.

A client recently ran ads in 5 different email newsletters. One email newsletter produced more sales than the other 4 combined, and it was the cheapest ad.  

Imagine if he was only tracking the number of new subscribers from each ad source.

Let’s say you’re generating leads from multiple sources of traffic (perhaps a couple of social media sites and one paid ad channel).

Would it surprise you if you found out most of your sales were coming from one of those traffic sources?

It wouldn’t surprise me a bit after helping hundreds of clients over the years.

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker

Today you have the tools to know which sources of traffic and which emails are being wasted.

Most email marketing tools today give you ways to track the sales from your emails.

Have you installed the tracking?

Are you using it?

Are you using different landing pages for your traffic so you can tag subscribers on your email list based on where they’re coming from?

Most tools today can do this, but you do have install their tracking code on your websites.

Do that if you haven’t already.

If your email management tool doesn’t provide that ability to tag subscribers, track sales, and identify where the money is coming from, then you may want to check out other services.

One option is Birdsend.
(that is an affiliate link)

It’s cheaper than most other services and was specifically designed for course creators, coaches, and bloggers. 

When you install their pixel on your website, their “Email Earnings Tracker” allows you to track your sales per email, track audiences through tags, and even see your lifetime value per subscriber.

If you already have an email management service in place, install their sales tracking on your website so you can get the numbers that matter most.


Terry Dean
Terry Dean

Terry Dean has been in full-time internet business since 1996 and has helped thousands of entrepreneurs get started online through his articles and products. He lives in Ocala, Florida with his wife and 2 dogs. Find out more about how his step-by-step courses can help you today.