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Last updated on 2024年6月27日

Which email marketing software provides the most comprehensive analytics?

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In the realm of marketing analytics, email marketing software is a crucial tool that helps you understand your audience, refine your strategy, and improve your campaigns. The most comprehensive analytics platforms offer a range of features that enable you to track performance, segment audiences, and optimize your emails for better engagement. These features often include detailed reporting on open rates, click-through rates, conversion rates, and even the best times to send emails for maximum impact. By leveraging these insights, you can make data-driven decisions that enhance the effectiveness of your email marketing efforts.

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder

1 Analytics Depth

Comprehensive email marketing analytics go beyond mere open and click rates. Look for software that offers detailed insights into behavior, such as how long recipients spend reading your emails or their actions post-click. Understanding the customer journey and lifecycle is essential, as it allows you to tailor your content and timing to match your audience's preferences. Advanced analytics should also track conversions and revenue generated, providing a clear picture of your email campaign's return on investment (ROI).

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder
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From my past experience, it is essential to be able to add custom North Star metrics into the software analytics, as they may differ depending on the industry. It is also important to have the ability to enrich company data with behavioral data from your email tool (an option to integrate with data warehouses plays a key role here). This way a company can create holistic reports that include all the necessary metrics and make better conclusions about your email marketing performance.

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2 Segmentation Tools

Effective email marketing relies on segmentation to deliver personalized content to different audience groups. The best analytics platforms provide robust segmentation tools that enable you to divide your audience based on behavior, demographics, or engagement levels. This allows for targeted campaigns that resonate more deeply with recipients, leading to higher engagement and conversion rates. Analyzing the performance of these segments can also uncover new opportunities and areas for improvement.

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder
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Having worked with many CRMs, ESPs, and CDPs, I realize that good filtering options and UX are extremely important to enable users to build segments. For example, I have seen tools that simply didn’t have both AND & OR filters or did not allow the same attribute type for excluding and including some values. All of these small inconveniences lead to the situation where you have to use SQL or assign a task to a data analyst to get the necessary segment. Make sure your platform allows you to reproduce the necessary segments before you decide to migrate to it.

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3 A/B Testing

A/B testing is a powerful feature to look for in email marketing software. By testing different email versions against each other, you can learn what resonates best with your audience. Comprehensive analytics should provide clear results from these tests, helping you to understand which subject lines, content, or call-to-actions (CTAs) perform better. This continuous improvement cycle ensures that every email campaign is more effective than the last.

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder
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I would also add that A/B testing is not just about testing subject lines or email content. You can test an entire flow against another flow. For example, 3 emails within 1 week vs. 2 emails plus a push notification. Or 3 emails with one timing vs. another timing (we successfully scaled experiments by shifting the send date and also tested fixed time vs. intelligent timing). Of course you need to be able to track your target metric, so the email platform should provide you with this option. Additionally, you need to follow best practices for splitting such experiments (to flip the coin at the right time, make sure the split is random, etc.)

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4 Real-Time Analytics

In today's fast-paced digital environment, real-time analytics are a game-changer. This feature allows you to react quickly to how recipients are engaging with your emails as it happens. You can see which emails are being opened, which links are clicked, and even spot trends as they develop. Real-time data helps you make immediate adjustments to your campaigns, ensuring they're always optimized for the best possible performance.

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5 Integration Capabilities

The most comprehensive email marketing analytics platforms offer integration with other tools and systems, such as customer relationship management (CRM) software or e-commerce platforms. This integration enables you to create a more holistic view of your customers and their interactions with your brand. By correlating email data with other touchpoints, you can gain deeper insights into customer behavior and preferences, leading to more effective marketing strategies.

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder
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It is important that your developer and data engineer check the API of the service before migration to it. By not taking it into consideration - an automation tool may bring even more manual work. Many services have some pre-built integrations for other services, but it is almost impossible to have pre-built integration for every single service. That is why an extended API is a must for email platforms.

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6 User Experience

Lastly, while robust analytics are important, the user experience of the email marketing software cannot be overlooked. The platform should be intuitive and user-friendly, allowing you to easily navigate through different analytics features without requiring extensive technical knowledge. A good user experience ensures that you can focus on interpreting the data and crafting strategies, rather than struggling with the tool itself.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Iurii Kravchenko

Head of Digital | Product, Growth, CRM, Retention & Automation | Efficient Cross-Functional Team Builder
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Nowadays email marketing software normally includes other channels of direct marketing and even remarking. It is essential to remember that companies tend to build CRM teams, not just Email teams. It allows a company to have a consistent approach in their communications with a customer to ensure better engagement.

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Which email marketing software provides the most comprehensive analytics?

1

2

3

4

5

6

7

1 Analytics Depth

2 Segmentation Tools

3 A/B Testing

4 Real-Time Analytics

5 Integration Capabilities

6 User Experience

7 Here’s what else to consider

Marketing Analytics

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Which email marketing software provides the most comprehensive analytics?

1

2

3

4

5

6

7

1 Analytics Depth

2 Segmentation Tools

3 A/B Testing

4 Real-Time Analytics

5 Integration Capabilities

6 User Experience

7 Here’s what else to consider

Marketing Analytics

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