EmailLabs, Redwood City, CA, an e-mail marketing service provider, said yesterday that it formed a partnership with WebSideStory, San Diego, a Web analytics provider.
Customers of WebSideStory's HBX analytics service and EmailLabs customers will be able to integrate their e-mail marketing and Web analytics data. HBX is an on-demand analysis and reporting service that delivers real-time information about online visitor and customer behavior.
EmailLabs will join WebSideStory's Stream API (application programming interface) program, which lets strategic partners integrate their products, services and data with WebSideStory's analytics reporting. Coupling EmailLabs' e-mail metrics with WebSideStory's visitor behavioral information gives companies insight into the effectiveness of their efforts, according to both companies.
Marketers will be able to target e-mail campaigns on an individual level more easily — through segmentation and personalization — based on an e-mail subscriber's/site visitor's past behavior. If one consumer typically buys an item as a result of specific promotions while another tends only to browse, they can be sent different e-mails. Also, if a customer abandons a shopping cart, that can trigger an e-mail a few days later to the subscriber, offering free shipping or a discount on the product or similar product that was not purchased.