Post-Analytics for Email Marketing
Email marketing (and online survey) provider Contactology announced a rather unique technology partnership with ClickTale, a web analytics and customer experience optimization provider.
The partnership enables Contactology to provide its users with post-click analytics based on actual subscriber behavior. Marketers can track web movements of opt-in email subscribers through recorded video of visitors’ actions on subsequent visits to a web site based on collected demographic data that is “tagged” in an email campaign. What users ultimately receive is an understanding of how recipients response to email campaign efforts after they click a link within an email.
Marketers can optimize both email campaigns and landing pages based on certain behaviors or demographic segments within their subscriber base. For example, online retailers can compare how men in their forties are engaging versus men in their thirties and adjust web and landing page strategies to maximize future user engagement. “This level of integration is very different from anything else available in the marketplace,” said Drew Adams, president, Contactology. “We are bringing together the best of web analytics and email marketing to drive a more integrated approach to valuing interactive marketing campaigns.”
The joint solution requires an active Contactology account and a ClickTale account to access the feature. In addition, a ClickTale code must be inserted into each webpage to be recorded.
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