E-mail marketing firm Silverpop, Atlanta, is now partnering with four of the major Web analytics firms: Omniture, Coremetrics, WebSideStory and WebTrends.
“We strongly believe in the promise of e-mail and Web analytics integration … regardless of what Web analytics vendors they [customers] happen to choose,” said Elaine O'Gorman, vice president of strategy at Silverpop.
Web analytics are important for e-mail marketers because e-mail recipients “expect and respond to” an approach that takes into account all customer interactions with companies, including Web site activity, e-mails and offline purchases, O'Gorman said.
“Companies seeking to send more relevant marketing messages can start by optimizing the integration between their e-mail marketing and Web analytics platforms,” she said.
