Listrak has integrated Google Analytics into its e-mail marketing platform that tracks open, read and click-through rates of e-mail campaigns.
It then tracks the interaction between subscribers and Web sites after they click through the call-to-action link in an e-mail message.
Google Analytics also lets marketers build subscriber profiles and track goal conversion.
Marketers can gather information on the average number of page views per visit tied to a specific e-mail address or e-mail campaign and link e-mail addresses to specific e-mail campaigns.
Companies using the Google Analytics’ platform will be able to see which subscribers added items to an online shopping cart but abandoned the carts before completing their purchases. With the analytics linked to Listrak’s e-mail platform, marketers can track these abandoned carts and send follow up e-mails.
In addition, marketers can use Google Analytics for trending analysis, landing-page optimization, and entrance and exit point reporting.