Given that the overall number of e-mail messages will total 1.8 trillion this year and increase to 2.7 trillion as soon as 2007, it’s clear that Internet retailers are exchanging a virtual sea of information with their customers.

Information can be power to web merchants, particularly if they can take e-mail data and use analytics and business intelligence to glean information on customers and their upcoming buying behavior. That’s why a number of e-mail marketing companies are marrying analytics to e-mail. The latest is EchoMail, a Cambridge, MA, e-mail marketing services provider that is launching EchoMail Business Intelligence, a web analytics tool that analyzes in-bound and out-bound e-mail and helps retailers identify key customer metrics such as their attitude towards merchandise, price points and other shopping behavior. Once the business intelligence tool is set up to categorize e-mails and calculate or send targeted responses, retailers can better integrate and categorize e-mail with other customer data, automatically route leads to different departments and perform more targeted outbound mailings."

Applying web analytics to e-mail campaign analysis Posted by: DTB at 2:17 PM  |  Permalink