Google Analytics provides important information on how readers interacted with your email, and shows which email campaigns were most successful. Enabling Google Analytics integrations means you can track the results of the email marketing campaign including how many sales you made as a result of the email sent, the conversion rates and total revenue.
Readers who click through to your site from an email are listed as direct traffic in Google Analytics, so there is another tool that details exactly which email generated the traffic to your site. For example, if you want to track the response to a specific email sent out offering your customers a discount in February, the campaign name tags and campaign content tags will record the information for each visitor who clicks through to your site from that particular email, and those particular links.
When you analyse the traffic to your site over the course of a few months, you will be able to see at a glance which campaigns were most successful, which emails had the greatest response, and which ones produced the highest conversion rates.
It is essential to track any online marketing efforts in order to maximise your return on investment and enabling Google Analytics in your email marketing campaigns is one of the easiest ways to do that.