E-mail marketing provider IMN said today that it will offer its back-end analytics platform to marketers using other e-mail service providers.
IMN's Open Dynamic Learning Engine reports to users a variety of metrics to judge how their e-mail campaigns are fairing, such as what content customers read first or pass along. It also lets marketers compare their results with the success rates for marketers in the same industry.
Previously, the reporting was available only to customers of IMN's e-newsletter and e-marketing publishing services. Now marketers can use a third party to manage their campaigns and add IMN's analytics as a plug-in.
“This creates a new standard for e-marketing firms to be judged,” said Kathleen Goodwin, chief executive of IMN, Newton, MA.
Goodwin said e-mail marketers too often rely on the same reporting metrics in use since 1995: open and click-through rates. She suggests marketers look at how customers relate to their e-mail content as they move along the sales cycle. IMN taps into its user base of 12 million subscribers to build behavioral and use statistics for marketers in different industries. This data can be used by the Open Dynamic Learning Engine to improve future mailings.
“This is providing actionable, real-time data about your specific customer base,” Goodwin said.
IMN is testing the service with a small number of beta customers that Goodwin declined to name.