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Email Tracking Software


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SharpSpring logo
 
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
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SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
 
Infusionsoft logo
 
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
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Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
 
Pardot logo
 
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
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Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
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Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
 
ActiveTrail logo
 
ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More

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ActiveDEMAND logo
 
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
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ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
 
emfluence Marketing Platform logo
 
emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
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emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
 
Delivra logo
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
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Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
 
Growlabs logo
 
Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
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Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
 
Campaign Monitor logo
 
Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More
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Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. The solution... Read More

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Act-On logo
 
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
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Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
 
Net-­Results logo
 
Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
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Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
 
eTrigue DemandCenter logo
 
eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More
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eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More
 
Reply logo
 
Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
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Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
 
Oracle Marketing Cloud logo
 
Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More

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Salesfusion logo
 
Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
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Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
 
Cosmos Integrated Marketing Portal logo
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
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Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
 
MailChimp logo
 
MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
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MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
 
HubSpot Marketing logo
 
With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
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With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
 
Constant Contact logo
 
Constant Contact provides a range of intuitive marketing applications designed to help small businesses and nonprofits expand their customer bases and nurture relationships. Solutions include email marketing, event marketing, social... Read More
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Constant Contact provides a range of intuitive marketing applications designed to help small businesses and nonprofits expand their customer bases and nurture relationships. Solutions include email marketing, event marketing, social... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: September 7, 2018


Email marketing may not be the hottest trend in marketing these days—other forms of outreach such as content marketing and social media marketing are certainly much more discussed on marketing websites and blogs—but it's still the essential backbone of contemporary business marketing, and possibly the most popular form of marketing today.

As we define it in our email marketing Buyer's Guide, "email marketing software is used to create, launch and track email campaigns to promote a company's marketing message. It uses email as the primary vehicle for 'keeping in touch' with leads. Its goal is to nurture the leads and keep the brand's solution top-of-mind, until the leads are ready to convert into paying customers."

Email tracking software is an important supplement to email marketing software. It provides an additional set of tools allowing you to track the emails you send out and collect analytical information about them, including email open rates, the number of clicks on links and the number of downloads of attachments.

This Buyer's Guide will explain what email tracking software is, explore its key features and help you consider some key questions you should ask yourself—and software vendors you're considering—as you choose the right software for your business.

Here's what we'll cover:

What Is Email Tracking Software?
Limitations of Email Tracking Software
Common Features of Email Tracking Software
Key Considerations

What Is Email Tracking Software?

Email tracking software serves two related key functions for your email marketing campaigns: It provides you with valuable analytics and helps you to more precisely nurture leads. It does both of these things by tracking email open rates, click-through rates, download rates and conversions, creating a data set that allows you to closely monitor your campaigns and understand which emails are getting the best response from which potential customers.

Once you are better aware of which of your marketing materials are the most effective, you can refocus your efforts on producing more of that type of material, thus optimizing your email marketing campaigns. This helps you improve your overall sales and marketing messaging and optimize customer/lead engagement.

Email tracking software can also alert you to the exact moment a prospect opens, clicks on or downloads that material, so you can follow up at the perfect time. Thus, it helps you generally improve communications with prospects, since you can keep a detailed list of their engagement with your emails and track just how much of your material they've actually read.

Limitations of Email Tracking Software

Email tracking software integrates directly with your email system so it can automatically become a part of all the emails you send. Many systems function by creating a small, invisible image within the email that contains tracking pixels. When those pixels load, that information is sent back to your tracking database, notifying it that the email has been opened.

For systems that function in this way, there are a few potential limitations:

  • Some customers use ad blockers that will automatically block the image from loading.
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  • Not all customers have their email images set to load as a default, so the tracking image won't actually load for them unless they allow it to do so.
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  • Other computer security systems may block the tracking software entirely.
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Common Features of Email Tracking Software

Email open rate tracking Monitor the success of individual email campaigns by measuring the frequency with which prospects open emails.
Click-through rate tracking Track the success of individual embedded links in emails by measuring the frequency with which prospects click on them.
Download tracking Determine the success of individual email attachments by measuring the frequency with which prospects download them.
Conversion tracking Keep track of how many leads convert into customers through your marketing campaigns and create similar marketing materials for future campaigns.
Alerts Set up the software to alert you when a prospect engages in a particular activity—opening an email, clicking a link, downloading an attachment etc.—so that you can schedule a follow-up at the best time.
Reporting and analytics The software provides reports (and in some cases dashboards) that give you all of the tracking information sent to the database, and can also provide custom-designed visual representations of the data.
Email marketing and scheduling Most email tracking software will either be one component of, or an add-on to, your larger email marketing software platform, which will allow you to schedule emails based in part on the reports and analytics that your tracking has generated.

A reports page in email tracking software MPZMail

A reports page in MPZMail

Key Considerations

Other factors to take into consideration when picking the best email tracking software for your business include:

  • Integration with other systems. Though most email tracking systems will integrate with all major email providers, this is an essential aspect of the software and something you must clarify with vendors. Additionally, you should ensure your email tracking software integrates with your broader email marketing, sales force automation and/or customer relationship management (CRM) software.
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  • Stand-alone software versus email marketing suites. Related to the question of integration, you'll also want to consider whether you want a stand-alone email tracking system or one that is part of a larger email marketing suite. The benefit of a stand-alone system is that it is simpler to implement and cheaper (possibly even free) to use, but as a trade-off you will not have access to tools that will help you optimize the email campaigns you're tracking. An email tracking system that is part of a larger software suite, on the other hand, will be more expensive, and a bit more difficult to implement, but with the benefit of being automatically integrated with marketing campaign tools that put the data and analytics from your tracking to their best possible use.
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  • Cloud-based software versus on-premise software. As recently as a few years ago, most business software was hosted on the premises of the business using the software. This means that, along with the software, you would have to purchase dedicated servers from which to run it, which required not only physical space but also the IT resources to implement and maintain those servers. Today, though, the vast majority of software is provided in the cloud, which allows for a much quicker and easier implementation period as well as a decreased need for dedicated IT resources, all of which translates into cheaper start-up costs. There may still be some vendors that provide on-premises software, though, so you'll want to be sure to ask about this while shopping around.
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