Email analytics is used to analyze email behavior, providing insight into how recipients interact with messages. It can help marketers optimize campaigns and increase ROI by tracking metrics such as delivery, open rates, click rates, and conversion rates. Advanced tools allow for individual analysis and graphical representations. Urchin Analytics is a popular choice for tracking inbound traffic. Email analytics is rapidly being adopted to improve marketing efficiency.
Email analytics is a method used to analyze email behavior. It is often leveraged by email marketers who want deeper insight into how recipients are interacting with their message. Offering many of the same benefits as web analytics, it can help a marketer pinpoint what is and what isn’t, working on an email campaign. An analytics solution that offers great potential, some companies attest that email analytics is one of the most effective ways to increase return on investment (ROI) and to optimize campaign performance.
Email marketers can use email analytics to view detailed analysis of a campaign, by target domain and segments. The basic tool will reveal information about metrics, such as delivery, open rates, click rates, conversion rates, forwards, and bounced mail, among others. These details often provide information that allows the marketer to better engage with a certain demographic and track subscriber activity through to conversion. If no conversion is made, email analytics can help the marketer understand where a potential customer has been missing.
Some of the more advanced email analytics tools allow marketers to analyze any individual targeted in the campaign. These solutions generally provide graphical representations of all mail received and sent by that particular individual. It’s not uncommon for analytics software to offer multiple views which provide the campaign manager with more flexibility in how they choose to dissect the details. Luxuries like these are typically provided by an analytics firm that offers a managed service.
Urchin Analytics&trade is a popular choice for email analytics. It requires users to insert a snippet of code into a designated web page and add parameters to URLs in each message. These parameters indicate the visitors who arrived as a result of the marketing campaign. Using Urchin Analytics&trade, campaign managers can track inbound traffic for all destination URLs. It could be a landing page, a product page, or any other web page that the campaign sent the email recipient to. Powered by Google®, Urchin Analytics is free to use.
The extensive reporting tools provided by an email analytics solution can help a marketer accurately view the information behind their campaign. This practice is rapidly being adopted to help companies identify key trends and anomalies that can improve the overall efficiency of their marketing efforts. With the right solution, email marketers have the opportunity to spend less time processing data and more time responding to it.
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