E-mail marketing firms are seeing the benefit in Google, as two firms have recently deployed the online giant’s analytics platform into their systems.
Last week, MailChimp added Google Analytics to its e-mail platform and, this week, JangoMail has integrated with it.
With this new capability, users of these e-mail service providers’ platforms can track and analyze different behavioral aspects of e-mail marketing campaigns and compare it to their respective Web sites. Google Analytics lets users measure visitor behavior such as page views, geographic location of the user, landing pages, exit pages, funnel paths and conversions. This data is served into the e-mail platforms through the Google tool.
Listrak is another e-mail service provider that uses analytics through the Google platform in its e-mail marketing service.
Many other ESPs have their own in-house analytics tools, including e-Dialog, Cheetahmail and Datran Media.