I was prompted to write this how-to post since some email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren’t aware it can be used for email tracking “beyond the click”. They were also unaware that once email is tagged with ‘campaign tracking parameters’, Google Analytics segments can be used to isolate visitors referred from email to understand their preferences and behaviors. This really helps prove the value of email for your list members and to your company particularly if you have goals set up in Google Analytics.
You should also be aware when selecting an email broadcasting system that many email providers have added functionality to make it easy to track with Google Analytics or other web analytics systems such as Adobe Analytics. Check with your Email Service Provider to check whether they support automated link tracking.