While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing.
He was already using Google Analytics (GA) to monitor his Web site. However, there really wasn’t a good way for him to track site activity after each email campaign went out.
My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts.
The problem with basic email metrics of open and click-through (CTR) rates is that they are very limited in their usefulness. Here’s why: Read more