Email tracking, also known as newsletter tracking, is used in online marketing to obtain metrics such as opening rate, click rate, newsletter unsubscribe and geolocation of recipients.
This information is important to determine the effectiveness of the newsletter or individual email and to perform an audience analysis.
Email campaign data can be connected to analytical data. If the links in the email are properly tagged, using pk_ or utm_ parameters), traffic related to the email campaign can be tracked within the Web Analytics tool. Afterwards actions on the website performed by users from emails can be analyzed.