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Envoke
Envoke
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, Envok...Read more about Envoke
BenchmarkONE
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. BenchmarkON...Read more about BenchmarkONE
Lead Gen & CRM (formerly SharpSpring)
Lead Gen & CRM (formerly SharpSpring)
At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)
Net-Results
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, insight...Read more about Net-Results
Salesforce Marketing Cloud Account Engagement
Salesforce Marketing Cloud Account Engagement
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-...Read more about Salesforce Marketing Cloud Account Engagement
ActiveCampaign
ActiveCampaign
ActiveCampaign helps small teams power big businesses with the must-have platform for intelligent marketing automation. Customers from over 170 countries depend on ActiveCampaign’s mix of pre-built automations and integrations (in...Read more about ActiveCampaign
Adobe Campaign
Adobe Campaign
Adobe Campaign is a marketing automation platform used in email automation, delivery and reporting. It allows users to create, coordinate and deliver dynamic campaigns through emails, mobile platforms and offline channels. Ad...Read more about Adobe Campaign
GetResponse
GetResponse
GetResponse is a comprehensive email marketing platform that provides small businesses, solopreneurs, coaches, and marketers with powerful and affordable tools to grow their audience, engage with their subscribers, and turn subscr...Read more about GetResponse
Mailchimp
Mailchimp
Mailchimp is a web-based marketing automation 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...Read more about Mailchimp
AWeber
AWeber
AWeber provides online marketing services for small businesses. They provide marketing solutions to help you - Grow your email list - Increase website traffic - Monetize your content - Sell your products or services - Automate yo...Read more about AWeber
iContact
iContact
iContact is a Web-based email solution that helps small and mid-sized businesses engage with their customers and grow their bottom line. With solutions from email design, list management, campaign management, landing pages, segm...Read more about iContact
Salesforce Marketing Cloud
Salesforce Marketing Cloud
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 techn...Read more about Salesforce Marketing Cloud
Brevo
Brevo
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 crea...Read more about Brevo
Marketing 360
Marketing 360
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more about Marketing 360
ActiveTrail
ActiveTrail
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 about ActiveTrail
Klaviyo
Klaviyo
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 ...Read more about Klaviyo
OutboundEngine
OutboundEngine
OutboundEngine is a cloud-based email marketing solution targeting small and midsize companies. It caters to real estate, insurance, mortgage, financial advisors, automotive, wellness, legal and marketing industries. Primary featu...Read more about OutboundEngine
EngageBay CRM
EngageBay CRM
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 marketin...Read more about EngageBay CRM
MailUp
MailUp
MailUp is a complete solution for multichannel marketing needs: newsletters, transactional emails, subscription forms, landing pages, promotions, SMS & Messaging Apps. MailUp is the easiest way to create and manage your campaigns ...Read more about MailUp
Saleshandy
Saleshandy
Saleshandy is a cold email platform which helps small to midsize businesses to reach out to their prospects with highly personalized emails. The software helps to track emails, edit email templates and assess performance. The pri...Read more about Saleshandy
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Buyers Guide
Last Updated: March 16, 2023Email 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.