Finding software can be overwhelming. Software Advice has helped thousands of marketers choose the right email tracking software to help them gain analytical insight into their email marketing campaigns.

Showing 1-20 of 246 products

Pardot

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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Recent recommendations: 15 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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HubSpot Marketing Hub

HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing... Read more

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Recent recommendations: 11 recommendations

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Deployments: Cloud
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KIZEN

Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more

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Recent recommendations: 10 recommendations

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Deployments: Cloud
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Act-On

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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Recent recommendations: 8 recommendations

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Deployments: Cloud
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Ontraport

Ontraport provides a customer relationship management (CRM) system for small and growing businesses looking to automate marketing and sales efforts. The solution includes tools for email marketing, lead scoring, lead nurturing, lead... Read more

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Recent recommendations: 8 recommendations

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Deployments: Cloud
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SharpSpring

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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Recent recommendations: 7 recommendations

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Maropost

Maropost is a cloud-based marketing solution enabling marketing teams to strategically engage with their audience through marketing automation and analytics. It has proved to be successful for businesses of all sizes across multiple industries.  Maropost expands... Read more

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Recent recommendations: 7 recommendations

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Delivra

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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Recent recommendations: 6 recommendations

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Deployments: Cloud
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Net-­Results

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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Recent recommendations: 6 recommendations

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Deployments: Cloud
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emfluence Marketing Platform

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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Recent recommendations: 4 recommendations

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Deployments: Cloud
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Akero

Designed and developed exclusively for student-specialist marketers and recruiters, Akero helps you improve marketing performance and increase student enrollments. It’s an easy-to-use, subscription-based platform that sits as an... Read more

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Recent recommendations: 4 recommendations

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Deployments: Cloud
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Keap

Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across various... Read more

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Recent recommendations: 2 recommendations

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Deployments: Cloud
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BenchmarkONE

BenchmarkONE (formerly 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. BenchmarkONE... Read more

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Recent recommendations: 2 recommendations

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Deployments: Cloud
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PinPointe

PinPointe is a cloud-based email marketing tool that helps small, midsize and large enterprises across various industry verticals to create, distribute, analyze and manage their email marketing campaigns.  PinPointe allows users... Read more

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Recent recommendations: 2 recommendations

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Deployments: Cloud
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iPost

iPost is a cloud-based marketing solution that helps small to large enterprises in retail, restaurant, gaming and other businesses launch email campaigns, facilitating sales processes. It comes with an administrative dashboard, which... Read more

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Recent recommendations: 2 recommendations

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Digital Agent

Digital Agent is a marketing solution that helps financial institutions manage content across websites and engage with clients in compliance with regulatory standards. Administrators can set up single or multi-stage workflow approval... Read more

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Recent recommendations: 2 recommendations

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Notifii

Notifii is a cloud-based package management and community notification platform that allows users to streamline package management operations. Primary features of Notifii include package information, the ability to log packages, automatic... Read more

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Recent recommendations: 1 recommendations

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MoEngage

MoEngage helps businesses grow their customer lifetime value (LTV) by engaging them in a timely, relevant, and personalized way. It caters to various industries, including e-commerce and retail, telco, banking and finance, travel and... Read more

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Recent recommendations: 1 recommendations

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Marketing Creatio

Creatio (formerly bpm’online) is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales. The solution features tools... Read more

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Recent recommendations: 1 recommendations

Platforms: MacWinLinux
Deployments: CloudOn premise
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Klaviyo

Klaviyo is a cloud-based email marketing solution for e-commerce businesses. Key features include integration with multiple platforms, audience segmentation and performance reporting. Klaviyo allows users to send out targeted email... Read more

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Buyers guide


Last Updated: October 15, 2020

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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