Use Email Analytics to determine content, messaging, and design nuances between audiences. Are prospects more likely to engage with short emails, while customers are more likely to engage with longer emails? Email Analytics can help you answer this question. It can also help you examine the differences between campaigns. Email Analytics lets you tag emails to view them at an aggregated level. See how an individual campaign or series of emails is performing against other campaigns. You can also use this view to compare emails side by side. Take a closer look at the impact of your email cadence on engagement. Often we determine if we are sending too many emails by a decrease in the number of opens.
But with the advent of Apple Mail Privacy Protection (and its impact of bloated opens) and email clients that automatically open emails (like Outlook), open rate is no longer a reliable metric for determining if we send too many emails. Email Analytics can help you find a marketing beat that keeps your audience engaged. Enrich other data with Email Analytics. Export email analytics data to combine with other email, product, and website data. This holistic view can help you identify areas of pain and friction in the customer experience. How do I get started with Email Analytics? Getting started with Email Analytics is easy. Go to the Analyze tab in Litmus, then select Create Tracking Code from the slide-out menu.
Name your analytics code, select your ESP, and include a merge tag (if you want to capture data at the individual level). On the next screen, you can set an expiration date, email type (i.e. marketing or transactional), custom parameters, and tags. Then, copy and paste the provided snippet before the closing body tag of your email's HTML code. It's so simple. Whether you create a tracking code for each email or use the same for an entire campaign is up to you and how granular you want your reporting to be. Once your tracking code collects data, you'll see the results in the Tracking Code Manager section of Email Analytics. (To learn how to read your results, watch this helpful video.) Good follow-up! Sunflower logo Go beyond opens and clicks with Litmus Email Analytics Dig deeper than the data your messaging platform gives you and better understand your audience and the performance of your messaging campaigns. START YOUR FREE TRIAL