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Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning technologies to define audience...Read more about Salesforce Marketing Cloud
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Brevo is a cloud-based email marketing tool suited for organizations of all sizes. It offers marketing automation, email campaigns, transactional emails and SMS messages functionalities within a suite. Brevo allows users to create mobile-responsive emails...Read more about Brevo
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MailerLite is a cloud-based email marketing solution. Key features include campaign reporting, email automation, subscriber list management and result tracking. The solution helps users to design email campaigns in the form of newsletters. A drag and ...Read more about MailerLite
EngageBay is an integrated marketing, sales, support and CRM solution designed to help small to midsize enterprises acquire, engage and convert website visitors into customers. The cloud-based platform lets businesses use marketing tools to build relations...Read more about EngageBay CRM
Envoke is built for communications professionals whose mandate is to communicate with stakeholders without risking their organizations' reputation. Unlike marketing software that is used to generate leads and sell to them, Envoke's features focus on flex...Read more about Envoke
Selzy is a cloud-based email marketing platform for any type of business. It allows marketers to design professional emails in less than 15 minutes: use 100+ templates or build from scratch in our drag-and-drop email builder. Grow your audience with ease:...Read more about Selzy
We want to help you to make full use of our tools so that you're set up for winning from day zero. Bloomreach connects the dots between the core parts of the commerce experience to engage, inspire, and convert your customers for life. Welcome to true pers...Read more about Bloomreach
Hiver is the world’s first helpdesk built for Google Workspace. Hiver helps teams deliver fast and empathetic customer service, right from the tool they are already familiar with - Gmail. This means they can assign, track, and collaborate on customer email...Read more about Hiver
ConvertKit is a tool that makes email marketing easier for creators. You can use it to create customizable forms, landing pages, and email templates to connect with your audience. Set up automated email sequences using tags and segmentation to send highly ...Read more about ConvertKit
The best way to track and analyze email response times, SLAs, sentiment analysis, shared mailbox analytics, and overall team's email productivity. Email Meter is an email analytics platform that provides custom analytics dashboards with metrics tailored t...Read more about Email Meter Enterprise
Luna.ai is an all-in-one B2B AI outbound sales platform that provides quality leads from our database of over 265 million verified contacts. With Luna.ai, you can effortlessly create lead lists and engage with them through highly personalized emails that g...Read more about Luna
250ok Suite is cloud-based email analytics and deliverability platform that helps improve inbox performance. Primarily catering midsize and large businesses, the software platform offers customizable email tracking solutions for marketers, agencies, resell...Read more about 250ok
Create visually engaging emails, manage campaigns, and take data driven decisions with Kasplo, your all-in-one email marketing solution. Our keen focus is to innovate new ways brands can engage their users with one of the most viable marketing channels, em...Read more about Kasplo
Pushnami is a cloud-based email marketing solution that helps small to large businesses manage and automate re-target subscriber engagement, sales conversions and cross-platform messaging. It allows users to identify targets and communicate with each inter...Read more about PushNami
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 and analytics. Othe...Read more about Net-Results
Mixmax is a sales engagement platform that helps businesses track emails, engage with customers and conduct surveys via a unified platform. It enables sales representatives to convert prospects into customers, send personalized emails to clients, automate ...Read more about Mixmax
Mailsoftly is an advanced email marketing software that provides a wide range of features designed to help businesses and organizations create highly effective email campaigns. Among these features are email templates, personalization tools, and email auto...Read more about Mailsoftly
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The Klaviyo database integrate...Read more about Klaviyo
ScriboWriter is a cloud-based AI writing tool that helps business owners, bloggers, and content marketers streamline the content creation process. With its advanced algorithms and machine learning capabilities, it can assist users in crafting high-quality,...Read more about ScriboWriter
EQUP is designed is to bridge the gap between the currently available solutions and the requirements of small business owners. Things that no one else offers - Inventory pooling - Free version has no feature restrictions - Dedicated resources to manag...Read more about EQUP
Amazon Simple Email Service (SES) by Amazon Web Services is an email sending solution that helps application developers and digital marketers send transactional, marketing and notification emails. The solution provides built-in notifications and statistics...Read more about Amazon SES
ReachMail is a cloud-based marketing solution that enables businesses to create, deliver and track multiple email campaigns from within a centralized dashboard. It lets marketers utilize Litmus preview functionality to test email designs across various pla...Read more about ReachMail
iPost is an omnichannel email marketing platform built for Franchises, Agencies, Associations, Restaurants, Media, Publishing, and Retail. We are a recognized leader for organizations with sophisticated messaging requirements with an intuitive, data-forwar...Read more about iPost
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK. In Enabler, users can create individual...Read more about Enabler
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 integrations. Active...Read more about ActiveTrail
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Your Guide to Top Email Management, June 2024
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Buyers Guide
This detailed guide will help you find and buy the right email tracking software for you and your business.
Last Updated on August 21, 2024Email 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
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.
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.
Other computer security systems may block the tracking software entirely.
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 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.
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.
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.