Marketing technology firm JL Halsey has launched a product combining features from its web analytics software ClickTracks and the e-mail marketing platform Lyris ListManager. The result should help marketers to track the behaviour of those who respond to email campaigns – and those who don’t.
The new solution allows advertisers to see exactly which links users follow through to the company web site, how long they remain on various pages, and whether they download white papers or other information. They can also segment users according to various behaviours.
Behaviour is analysed from the moment a user opens a company’s e-mail, through to their activity on that company’s web site – including the number of visitors driven to a landing page by a campaign and the number of conversions resulting. However, marketers will also be able to analyse the behaviour of those who didn’t convert and target that segment specifically.
ClickTracks Director of Marketing Dan Robbins explained that the software enables marketers to hone their e-mail message and site content to improve response rates. ‘This combination of web analytics and e-mail marketing can provide great insight into what factors are driving traffic and conversions,’ said Robbins.
Web sites are at www.jlhalsey.com