A lot of people ask about email tracking results. We marketers measure success based on open rates & click-through. Historically we have looked at these metrics over several similar emails to determine if we are getting better. One of the greatest aspects of email marketing is the ability to accurately measure.
There is nothing wrong with this type of analytics. The opportunity is to make it better though by combining your email data with other analytics to get a significantly more accurate view of what your subscribers are actually doing.
1) An email that has 5 links clicked, or....
2) perhaps fewer click throughs,but the subscriber visits 5 pages in your site...or perhaps even converts!?
Of course the answer is obvious. We don't send email to drive open rates and clicks, we send email to drive conversions.
David Daniels of Jupiter has a great article in ClickZ today discussing this and the trend of integration between Email and Web Analytics. Of course ExactTarget integrates with everyone, but specifically we have integrations withWebTrends & on the client side with Coremetrics.
Please read read the article here.....