Adestra launches product that enables email marketers to easily track conversion rates
Leading email service provider, Adestra, has launched a unique product that enables users to identify the conversion rates of their email marketing campaigns using any web analytics provider they like. The software, designed by Adestra and integrated into the MessageFocus email platform, is the first of its kind that allows its users to gain end-to-end tracking with all providers worldwide.
According to Adestra’s lastest survey on B2B and B2C marketers , identifying the ROI of an email marketing campaign is one of the biggest challenges facing the industry. However, with the launch of Adestra’s product, accessing complex information on subscribers’ online behaviour has never been easier or cheaper as the process is streamlined.
Integrating web analytics with email marketing allows marketers to look beyond the usual campaign metrics such as open, read and click-through rates. Marketers can track, for example, the subscribers’ engagement as they navigate through the site, identify landing pages with high exit rates and average times on sites.
This level of tracking will help marketers improve their ROI, as this valuable information is utilised so future campaigns become targeted and relevant. According to Forrester Consulting, integrating web analytics and email can generate nearly four times more revenue and 18 times greater net profits compared to using simple untargeted email campaigns.
Hollie Williams, Marketing Manager
November 6th, 2009 at 1:24 pm
There is a growing urgency for marketers to monitor their email marketing campaign results and they should be reassured that more advanced and sophisticated methods to track online behaviour are now available. With such complex web analysis so easily available it is little surprise marketers can generate a substantial increase to their revenue. We are delighted with the development of our software that has streamlined the process, enabling marketers to easily access the web analytics packages, without having to invest in costly and time consuming conversion packages.