6 juni 2019 Marketing 5 min

Grow Faster With Direct Mailing - Part 7: Track Your Sent Mails

Andy Greenwood

Track & Trace your Direct Mailing

Grow Faster with Direct Mailing is a nine-part series about how an event organiser can use Direct Mailing to get more out of their ticket sales. In this part you'll read about tracking your sent emails.

The tracking is the Track&Trace of your Direct Mailing. Logically, you would like to know whether or not your campaign is successful, and use the insights to optimise your Direct Mailing. After all, a campaign is never really done, and there is always room for improvement.

Tracking with MailChimp

MailChimp gives you all the necessary information about the results you have achieved with your emails. You can see an overview of how often a mail has been sent, how often it has been opened, and how much profit you have made if you have added in-mail purchases too.

How do I determine what I want to track in MailChimp?

  1. Go to MailChimp.

  2. To create a new campaign, click on ‘Campaigns’ and then ‘Create Campaign’.

  1. Create your new campaign and give it a name. Once you reach the menu where you can edit the recipients and subject line, scroll all the way down, and you will see a header ‘Settings & Tracking’. Click on ‘Edit’ to make changes to the settings and decide what you would like to track.

How do I see the results of an email in MailChimp?

  1. At the top of your screen, you will see several options, one of which is ‘Reports’. Click on this to see the results of your campaigns.
  1. There are four ways you can view your reports, ‘Campaigns’, ‘Comparative’, ‘Automation’, and ‘Landing Pages’, as you can see in the image below. The ‘Sends’ represent the sent emails, the ‘Opens’ show the percentage of emails which were opened, and the ‘Clicks show the percentage of recipients who actually clicked on a link in the email.
  1. If you would like to see the advanced results, click on ‘View Report’. Doing so opens a more extensive report of your sent email, in which you will be able to compare the results of your email with the averages of the industry you’re working in. Clearly, these results aren’t as black and white, but it does give you a rough indication of the results being achieved in your branch.
EVENTIX TIP: Select your branche

You can select your branch in your account. To do so, click on the menu in the top-right and go to ‘Account’. Next, go to ‘Settings’, then ‘Details’, and finally select your industry under ‘Help us improve stats’.


Tracking with Google Analytics

There is another way to track emails, namely, by using Google Analytics. Google Analytics goes one step further than the ‘normal’ tracking carried out by MailChimp.

How do I use Google Analytics with MailChimp?

  1. Go to MailChimp, open the menu in the top-right corner and click on ‘Account’.
  1. Click on ‘Integrations’ and then on ‘Google: Analytics, Contacts and Docs’. Click on ‘Authorize Connection’ to connect Analytics to MailChimp.
  1. In order to track via Analytics, follow all the steps above in ‘How do I determine what I want to track in MailChimp?’. Go to ‘Settings & Tracking’ at the bottom of the menu and click on ‘Google Analytics link tracking’.
  1. You could go to your Google Analytics account to view the results, but you can also view them in MailChimp. To do so, go to ‘Reports’ and click on the campaign you used Analytics for by clicking on ‘View Report’.
EVENTIX TIP: Cross-domain tracking

If you have used Google Analytics on your website and ticket shop, you can connect separate sources through so-called cross-domain tracking. By doing so, you will get even more insight into your visitors, for instance, whether a visitor is in your mailing list, has been on your website or visited your ticket shop.

  1. Click on ‘Analytics360’ to view the results of Google Analytics.

Tracking with Eventix

Within Eventix, we make use of tracking links, which you can use to measure conversions on a Facebook post, an Instagram picture, or a sent email.

You can set up tracking for your emails by going to the Dashboard, clicking on ‘Tools’ and selecting ‘Trackers’. Next, pick the ticket shop you would like to track for and click on ‘Type’. You will be able to choose a couple of sources that you can add tracking to. Select ‘Email’.


Good luck setting up your tracking links! On this page, you can find more ways to use Google Analytics and MailChimp together.

If you have any questions or feedback with regards to tracking, please let us know via

Author image

Andy Greenwood

Content Marketeer

Once took a peek behind the scenes at events and never wanted to leave again. Has a serious passion for music and plays guitar in his band.