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:
I did some online research to find a solution that wouldn’t require my client to spend a lot of money on additional tracking software and/or training his internal sales and marketing team. While researching the problem, I found that there was a real need for easy integration of web analytics with email marketing. So my client’s request was not an isolated case.
The solution that I felt would best suit my client’s needs required adding Google Analytics to his emails.
If you visit Google’s blog on Google Analytics, you will find lots of tips on tracking email campaigns. There’s a handy tool called the Google Analytics URL Builder that is great for generating tagged links that you can add to your email campaigns.
However, my client wasn’t inclined to do all that extra manual work.
Many email service providers (ESPs) allow easy integration of Google Analytics with their email creation and tracking service. I chose Benchmark Email (affiliate link) which was very similar to his existing service provider but offered some nice extras.
I use the service for my own email marketing and was very familiar with their user interface, which helped me get the client up and running quickly.
How to add Google Analytics to Benchmark emails
Here are the basic steps (NOTE: Your steps may be slightly different, depending on your ESP):
My client is very happy with this solution and reports a significant improvement in his lead generation efforts after integrating Google Analytics in his email marketing campaigns.
Do you integrate Google Analytics into your emails or do you use another solution?
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
Marketing Matters is our monthly e-newsletter which is usually emailed during the last week of the month. Get the latest articles and tips on industrial marketing delivered to your inbox.
Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. Our conversation will be a friendly chat to get to know each other better, not a high-pressure sales pitch.
Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.