Leverage Your Daily Emails for Website Traffic

  • 12 Sep, 2011
  • Jon Tucker

If you’re like many of our clients, you probably send out a lot of emails every business day (and maybe even on weekends). I personally send out 100-150 emails per day minimum which at first just seems like a whole lot of work…

But we actually generate website traffic from the emails we send…

But We Leverage Emails Sent for Website Traffic

By including an email signature that points to our SEO blog, we’re able to leverage each of those 150+ emails for website traffic to the blog.

Granted, most of the people that receive my emails are either existing clients, team members, partners, or some other existing associate. However, emails often get forwarded around to other people so having the link to the blog in the email signature does drive new visitors to our site in addition to existing clients who visit the blog a few times per week.

Want Proof? Track The Visits from Email Signatures

While this is something most business owners with their website in email signatures may not do, it’s something that can provide quite a bit of insight into how people find your blog and what they do once there.

You can use Google Analytics to track website traffic, as you probably already know. But you can also “tag” the website link in your email signature so that (without getting too technical in this blog post) anyone that clicks on that link is shown in your traffic reports as “email signature” visitors.You can the  see exactly what they did on your site (i.e. # of pages visited, time on site, completed actions like whitepaper downloads, etc.).

Below is a quick guide to “tagging” email signature links:

  • Use Google’s URL Builder to quickly create a link that contains the tracking elements
    • Input the web page that you want visitors to arrive to
    • Input the campaign source, campaign medium, and campaign name (the rest is optional). A simple solution for now is source:email, medium: emailsignature, name:emailsignature
    • The tool will now create a larger URL with your webpage address and the “tags”
  • Input this link into your email signature (here are instructions for gmail, yahoo, and outlook)
    • You can either make the webpage appear “normal” (i.e. without tags) as shown in the above screenshot- do this by telling the text of the signature to be (as shown above) but have that text link to your longer “tagged” URL.
    • Alternatively, you can use to shrink the long “tagged” URL into a shorter url.
  • When reviewing your Google Analytics reports, visit traffic sources > campaigns > emailsignature (or whatever your campaign name was) to see data specifically about these visitors.

It should be noted that if someone actually types instead of clicking on the tagged link in your email signature, then they won’t be included in these specific reports. However, we’ve found that doesn’t occur often enough to skew our data.

We’ll be creating a report in the future regarding segmenting your Google Analytics traffic, but the above steps should get you seeing the data you want for now.

Key Takeaways

  • Add your website to your email signature along with a short call to action (i.e. “learn more about SEO”)
  • “Tag” the link to your website so that you can see these visitors in Google Analytics
  • Periodically change your email signature (every 2-4 weeks) with new calls to action, the title of the most recent blog post, or some other means of catching people’s attention.

Paste your email signature into the blog comments below- we’d love to see how you’re leveraging this tactic.




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Mike Cloke
Hey Jon, Hope you are well. Almost a year since we were at SEO Moz! Thanks for the blog post, it inspired me to change my email signature :) Mike
    Jon Tucker
    Thanks Mike- good to hear from you and hope all is well with you as well.

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