Adding Google Analytics to Email Campaign Metrics
December 02, 2007 |
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Metrics are the most critical piece of the marketing puzzle. For decades marketers relied on taking polls to determine voice of the market. They spent millions conducting focus groups to try to take an extremely well-informed educated guess. But it is still all a guess, no matter how well educated the guess might be.
Metrics from email campaigns are typically thought of as separate from the metrics produced by say Google Analytics, and that was the way it is. Well, now Zrinity delivery coders have tied the email campaign directly into Google Analytics. This means that you will log in to view the metrics provided by Zrinity Email systems to determine bounce rates, delivery rates, campaign testing and the like. Now, when you get to the end of the line for the email campaign, the click to the Web site, the Zrinity system passes the traffic metrics to Google analytics so that you can then switch to the Google Analytics to track each click from an email in the Web site movement and metrics. Thus, completing the metrics loop. From email metrics to Web site metrics, all the way to the final sales conversion.
This is the preliminary step to integrating all Web site metrics measurements directly with email metrics.
Metrics from email campaigns are typically thought of as separate from the metrics produced by say Google Analytics, and that was the way it is. Well, now Zrinity delivery coders have tied the email campaign directly into Google Analytics. This means that you will log in to view the metrics provided by Zrinity Email systems to determine bounce rates, delivery rates, campaign testing and the like. Now, when you get to the end of the line for the email campaign, the click to the Web site, the Zrinity system passes the traffic metrics to Google analytics so that you can then switch to the Google Analytics to track each click from an email in the Web site movement and metrics. Thus, completing the metrics loop. From email metrics to Web site metrics, all the way to the final sales conversion.
This is the preliminary step to integrating all Web site metrics measurements directly with email metrics.
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