Email marketing isn't just about beautiful emails — it's about measurable results too. To understand which campaigns drive traffic, conversions, and sales, you need to set up your analytics correctly.

Yandex Metrica is one of the most convenient tools for analyzing email campaigns, especially if your audience is concentrated in Russia and the CIS.

Why connect your email campaigns to Yandex Metrica

  • Tracking traffic from campaigns to your site
  • Analyzing audience behavior (page depth, bounce rate, time on site)
  • Measuring conversions: leads, orders, signups
  • Comparing the performance of different channels
  • Building segments for remarketing

Step 1. Prepare your campaign

  • Use UTM tags in links inside your emails:
    • utm_source = email
    • utm_medium = newsletter
    • utm_campaign = campaign_name
    • utm_content = block or email name
    • utm_term = optional, e.g. segment name
  • In Letteros, UTM tags can be generated automatically

Step 2. Make sure Metrica is connected

  • Install the Yandex Metrica counter on every page of your site
  • Check it's working via Yandex Metrica → Reports → Summary → Traffic → Sources → email

Step 3. Create standard reports

  • Go to Reports → Standard Reports → Sources → UTM Tags
  • Select utm_source = email
  • Add utm_campaign, utm_content, utm_term as grouping dimensions
  • Save the report or make a copy of it to review regularly

Step 4. Create goals

  • Go to Settings → Goals
  • Create goals, for example:
    • visiting the "Thank You" page
    • submitting a form
    • clicking a button
  • Connect the goals to reports to track conversions from your campaigns

Step 5. Create segments

  • In reports, select Segment → Source/platform → email
  • Segment your audience by:
    • device type
    • region
    • page depth
    • return visits

Step 6. Build custom reports

  • Go to Reports → Report Builder
  • Build a custom report:
    • dimensions → utm_source, utm_campaign, utm_content
    • metrics → visits, pageviews, bounces, goal
  • Save the report, set up auto-refresh, configure email delivery

Step 7. Set up notifications

  • In the Monitoring section, set up rules for:
    • a sudden drop in email traffic
    • a rise in bounce rate
    • a drop in conversions
  • Connect notifications via Telegram or email

Step 8. Check reports on mobile and desktop

  • Compare traffic metrics by device
  • Assess whether mobile and desktop audience behavior differs
  • Prepare responsive landing pages if needed

How to interpret the reports

  • High traffic but low conversions → issues with the site or the offer
  • High CTR but a high bounce rate → an irrelevant landing page
  • Different metrics across segments → your campaigns need personalization
  • Growth in return visits → good content, worth retaining

Conclusion

Analyzing email campaigns with Yandex Metrica isn't hard once your reports are set up correctly. Use UTM tags, goals, segments, and custom reports to see the real performance of your campaigns. Regular data analysis helps you not just measure metrics, but also improve your marketing results, boost conversions, and better understand your audience.