What is Email Analytics?

Contel Bradford

Email analytics is a method used to analyze email behavior. It is often leveraged by email marketers who want a more in-depth analysis of how recipients are interacting with their message. Offering many of the same advantages of web analytics, it can help a marketer pinpoint what is, and what is not, working in an email campaign. An analytical solution that offers great potential, some businesses attest that email analytics is one of the most effective ways to increase return on investment (ROI), and to fine-tune campaign performance.

Email analytics is often leveraged by email marketers who want a more in-depth analysis of how recipients are interacting with their message.
Email analytics is often leveraged by email marketers who want a more in-depth analysis of how recipients are interacting with their message.

Email marketers can use email analytics to view a detailed analysis of a campaign, by domain and target segments. The basic tool will reveal information on parameters, such as delivery, open rates, click through rates, conversion rates, forwards, and bouncing mail, among others. These details often provide insight that allows the marketer to better engage a specific demographic, and follow the subscriber’s activity through to conversion. If no conversion is made, email analytics can help the marketer understand where a potential customer was lost.

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 is not uncommon for analytics software to offer multiple views that provide the campaign manager with more flexibility on how they choose to dissect the details. Luxuries such as these are typically provided by an analytics company 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 denote the visitors that have arrived as a result of the marketing campaign. By using Urchin Analytics&trade, campaign managers have the ability to monitor inbound traffic for all destination URLs. This could be a landing page, product page, or any other web page the campaign directed the email recipient to. Provided by Google&reg, Urchin Analytics is free to use.

The extensive reporting tools provided by an email analytics solution can help a marketer accurately visualize the information behind their campaign. This practice is being rapidly adopted to help businesses identify key trends and anomalies that can improve the overall efficiency of their marketing endeavors. With the proper solution, email marketers have the opportunity to spend less time crunching data, and more time responding to it.

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Discussion Comments


I'm not a big fan of email marketing, but I would rather get unwanted emails than have telemarketers calling me at my house in the evenings. It's much less of an inconvenience to delete the emails. My spam folder catches most of them anyway, so I just delete them all at the same time, and don't complain about them.


@Animandel - I m a business owner and I know that finding a good way of reaching potential customers can be the difference between having a successful business and having to find another job, so I don't feel the same way you do about email marketing.

My company uses a basic system of email marketing, but I do like what I read in this article about email analytics and how I can better use email marketing to grow my company.


I don't like to use the word hate, so I'll simply say that I dislike email marketing with a passion. Have you ever gone on vacation or just simply took a few days off from opening an email account, and then when you open the account you see that you have some outrageous number of emails? And you know they are going to be a bunch of unwanted messages from people trying to get you to buy some useless product or service.

I dislike this, especially when the unwanted messages are mixed in with emails I actually want to open and read. This means I have to go through and read the headings for the messages, and some of them are trying to sell products that have absolutely nothing to do with me. I wish there were some type of email analytics that told these companies to take me off of their messaging lists.

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