Best Email Marketing Analytics Tools Shortlist
Here’s a brief rundown of the best email marketing analytics software discussed in this piece:
- Hubspot - Best email marketing analytics tool
- Klaviyo - Best for comprehensive reporting and insights
- Segment - Best for efficient campaign management
- Funnel.io - Best for businesses seeking robust data analysis
- Braze - Best for comprehensive customer engagement
- ActiveCampaign - Best for simplicity and ease of use
- Sailthru - Best for scalable, feature-rich campaigns
- Mailchimp - Best for sales teams and lead nurturing
- SendPulse - Best for combining email and SMS marketing
- SendLoop - Best for small businesses and entrepreneurs
- Vision6 - Best for agencies and large-scale marketing teams
- Improvado - Best for medium-sized businesses ready to scale
I've always appreciated the power of email marketing services in converting customers and promoting products or services online. But, if you’re not keeping an eye on what happens after your crafted emails reach your target audience's inboxes, you’re missing out on a vital piece of email marketing’s value.
That's where email marketing analytics tools come into play, offering sophisticated tracking and analysis. These tools arm you with actionable data, enabling you to make informed, data-driven decisions and propel your email marketing success. Let's dive in.
What Are Email Marketing Analytics Tools?
Email marketing analytics tools are software that monitor subscriber interaction with your campaigns. They gather vital data, including open rates, click rates, link engagement, and performance by location over time. Marketing teams often use them to optimize their content, design, and overall strategy for future campaigns, which help them drive engagement and effectiveness.
Overview of the 12 Best Email Marketing Analytics Tools
Explore this detailed compilation of email marketing analytics tools, outlining each tool's prime use case, notable features, and pros and cons.
Armed with this knowledge, you'll be poised to make an informed choice, steering your email marketing to new heights. Let's get started.
1. Hubspot - Best email marketing analytics tool
Why I picked Hubspot:
HubSpot's ecosystem—complete with software, education, and community—makes business growth more delectable than your grandma's homemade apple pie. I must say, I particularly liked the company's CRM platform, which seamlessly integrates marketing, sales, and customer service hubs for a more cohesive business experience.
One feature that stood out to me was its ability to analyze marketing emails using the versatile custom report builder. It truly empowers marketers to gain valuable insights and make informed decisions for our businesses.
The CRM platform itself is robust yet user-friendly, providing a comprehensive email analytics experience across all hub versions. It's incredibly beneficial, as you can easily access and interpret the data you need to drive my marketing strategies forward.
Standout Features and Integrations:
Features include a series of "hubs" that have tools specifically tailored for marketing, sales, customer service, content management, and operations. One feature that really caught my eye was having the top 10 target accounts sorted by click-through rate. In my experience, this kind of feature is priceless because it highlights the most engaged prospects.
Integrations include many platforms including Salesforce, Mailchimp, Asana, Slack, Trello, Google Analytics, Zendesk and more.
Price: Prices range from $20/month to over $3,600/month.
Free Trial: Hubspot offers a suite of free tools instead of a free trial.
Pros
- Seamless CRM integration
- A comprehensive range of social media management options
- The convenience of integrations with other HubSpot solutions.
Cons
- Your wallet might feel the pinch, but who says money can't buy the happiness that comes from excellent email analytics?
- On a dour note, some feel the learning curve is a bit too steep.
2. Klaviyo - Best for comprehensive reporting and insights
Why I picked Klaviyo:
In my quest for the perfect customer data management solution, I stumbled upon Klaviyo and I was impressed by its potential—it's a comprehensive tool for brands that are looking to increase efficiency in their customer data management practices.
The amount of features they were able to pack into this tool is remarkable, making for a powerful customer data platform. Klaviyo takes this data and morphs it into actionable insights, thus laying the groundwork for highly personalized marketing campaigns.
Standout Features and Integrations:
Features include personalized email and SMS marketing through ready-made templates and intelligent segmentation. By harnessing the robust data analytics of Klaviyo, I found it possible to enhance engagement, stimulate sales, and nurture customer relationships
Integrations include Shopify, WooCommerce, Magento, Salesforce, and more.
Price: Plans range from $35/month to $1,970.
Free Trial: There’s a free plan that allows up to 250 contacts.
Pros
- The company’s intuitive dashboard
- Detailed performance tracking, and
- Comprehensive data analysis
Cons
- Certain aspects, like basic API functions and limited server bandwidth, may affect performance.
- The software may seem rudimentary to users seeking advanced functionality.
3. Segment - Best for efficient campaign management
Why I picked Segment:
When I first encountered Segment, I was struck by its strength as a customer data platform (CDP). It integrates all your customer data, cultivating a well-rounded understanding of customer relationships.
No matter if you're rooted in retail, SaaS, media, or finance, Segment opens the door to harnessing omnichannel personalization and amplified customer experiences. To me, this is a clear demonstration of remarkable data and analytics prowess.
I also particularly liked that it enables the utilization of 1st party data, thereby minimizing acquisition costs and amplifying ad returns. All this, while presenting a comprehensive view of each customer across every touchpoint.
Standout Features and Integrations:
Features include a complete customer view spanning apps, sales, support, payment, and messaging. In my exploration, I found that with just a flick of a switch, you could empower analytics, A/B testing, and data warehouse tools.
Integrations include GrowthHackers, AdRoll, Bing Ads, Amplitude, and many others.
Price: starts at $120/month.
Free Trial: The Free plan includes 1,000 visitors/month, two sources, and 400+ integrations.
Pros
- Its data quality protocols provide reliable results while eliminating the need for multiple tracking tools and pixels.
- The platform serves as an efficient intermediary tool, streamlining your marketing efforts and bolstering your campaigns.
Cons
- Custom integrations and third-party implementations can be challenging, with occasional feature limitations.
- Setting up can also be tricky for analytics or JavaScript newcomers.
4. Funnel.io – Best for businesses that value seamless integrations
Funnel is an email marketing analytics tool for businesses seeking robust data analysis. It transforms raw data into valuable insights and allows users to engage customers effortlessly. With real-time data harmonization, Funnel frees your team to focus on high-value tasks.
Why I picked Funnel:
What stood out to me was how it elegantly simplifies data collection, organization, and sharing, empowering users to optimize campaigns and budget allocation effectively.
You can also gather your data into one user-friendly hub, setting the stage for insightful, data-driven decisions.
I was genuinely impressed that this company takes data security seriously - something that sets it apart from many others I looked into. As an ISO 27001-certified platform, it boldly meets the GDPR and CCPA regulations, demonstrating a commitment to data safety that I highly value.
Standout Features and Integrations:
Features include the option to export data via Google Sheets, Excel, and Google Data Studio. I also admired the platform's commitment to team collaboration, simplifying the sharing of data, reports, and insights - a quality I find essential in any marketing tool.
Integrations include Taboola, Quantcast, Reddit, WooCommerce, and hundreds of others.
Price: Essentials ($400/month billed annually or $480/monthly), Plus ($1,100/month billed annually), and Enterprise ($2,400/month billed annually).
Pros
- The platform is a powerful tool that streamlines day-to-day work, automates data collection, and allows ample time for analysis.
- Allows you to make data-driven decisions and effortlessly integrate third-party marketing data.
Cons
- Funnel focuses primarily on marketing data, lacking standard connections to SQL databases like MySQL, PostgreSQL, and MS SQL as data sources.
- Although you'll receive notifications for individual errors in download sources, a complete outage on data might not trigger an immediate alert.
5. Braze – Best for comprehensive customer engagement
Why I picked Braze:
Honestly, I was struck by its dedication to cultivating meaningful relationships between consumers and their cherished brands.
Its advanced customer engagement platform won me over, as it equips marketers with the means to curate customized, cross-channel experiences at scale.
The platform's data-driven, cross-channel solution makes campaign creation and dynamic audience building a breeze. And to top it all off, users can take advantage of smooth integrations with leading technologies, a feature that offers considerable time and cost savings.
Standout Features and Integrations:
Features include the use of real-time data to drive personalized customer engagement - a capability that truly impressed me. Moreover, it allows for the construction of highly specific audiences with over 100 segmentation filters.
One of the aspects I admired most about Braze was the use of advanced personalization tools, like Liquid templating. These tools enable content tailoring based on user preferences, behavior, and other data points.
Integrations include Amazon S3, AirBridge, AccuWeather, Action IQ, Google Ads, Google Cloud, and more.
Price: Paid plans are made with custom pricing.
Free Trial: There is no free trial.
Pros
- You can create agile campaigns without developer assistance
- Enjoy the power of precise targeting with user segmentation.
Cons
- Some users find that its creation tools, particularly the drag-and-drop editor, may lack certain functionality.
- Occasional Android SDK crashes and delays in issue prioritization might occur.
6. ActiveCampaign - Best for simplicity and ease of use
Why I picked ActiveCampaign:
ActiveCampaign caught my eye as an email marketing and analytics platform, promising users a seamless customer-centric automation for sales, marketing, and service, thoughtfully designed to cater to growing businesses.
I was also drawn to the platform's powerful, flexible, and user-friendly features. In addition to this, users are treated to expert strategy sessions, comprehensive webinars, and instructional video tutorials.
Standout Features and Integrations:
Features include email marketing, automation, messaging, and even a landing page creator. I found it particularly useful to craft newsletters, create targeted campaigns, and send elegantly designed emails using its intuitive drag-and-drop interface.
Something that caught my eye was its seamless integration with Google Analytics. With this feature, I found it effortless to track clicks, measure the impact of campaigns, and drive growth.
Integrations include Shopify, Salesforce, Postmark, WordPress, Zapier, ClickFunnels and many more.
Price: There are different options, but if you’re just going for marketing and email automation, prices start at $29/month.
Free trial: ActiveCampaign offers a 14-day free trial without the need for your credit card.
Pros
- Intuitive form creation
- personalized onboarding assistance, and
- A user-friendly platform that allows for segmentation and tracking of customer behavior
Cons
- Occasional user errors with the segment feature
- Isolated keyboard issues within the program
- Some users have encountered challenges with the API.
7. Sailthru - Best for scalable, feature-rich campaigns
Why I picked Sailthru:
Sailthru, a platform under the Marigold umbrella, instantly appealed to me due to its commitment to relationship marketing.
What excited me about it is its ability to supercharge email marketing efforts with scalable, feature-rich campaigns customized to fit unique needs. Plus, it promises top-notch experiences across email, mobile, and web, partnering with marketers to drive measurable results.
The platform also has remarkable cross-channel personalization and robust customer engagement capabilities. Its focus on tailored messaging, leveraging the latest in AI and machine learning technology.
Standout Features and Integrations:
Features include powerful personalization capabilities, advanced segmentation, automation and triggers, A/B testing, and analytics. I was intrigued by its predictive triggers, offering proactive customer engagement, and the rich, actionable insights it provided for improved results. Another aspect that resonated with me was its accessibility to both user-level and macro data, along with detailed campaign reports.
Integrations include many platforms including LiveIntent, Loop, Magento, MailCharts, Shopify, SumoMe and many others.
Price: The company doesn’t provide pricing information on its website. Instead, it asks potential users to schedule a demo.
Free trial: There is no free trial.
Pros
- Provides precise information to clients, and helps make smart decisions for your business.
- Users can also benefit from dynamic email content and a user-friendly interface that simplifies your marketing efforts.
Cons
- The double verification sign-in process may be an inconvenience
- The heatmap click data accuracy might be a concern.
8. Mailchimp - Best for sales teams and lead nurturing
Why I picked Mailchimp:
Mailchimp struck me as an offering that combines world-class marketing technology, award-winning support, and inspiring content.
I admired its data-driven recommendations that effortlessly engage customers via email, social media, landing pages, and advertising.
What stood out to me was its suitability for small businesses, sales teams, and lead nurturing. Plus, I was impressed by the platform's application of AI-driven data science to create personalized customer journeys that drive sales.
Standout Features and Integrations:
Features include contact management, signup forms, automation, and comprehensive customer support. I found value in its data-driven insights, personalized guidance, and effective email content optimization. But, what truly caught my eye were the 300+ app integrations and award-winning support that Mailchimp provides.
Integrations include Stripe, Quickbooks, Yelp, Zendesk, WordPress and many others.
Price: Prices start at $13/month for 500 subscribers.
Free Trial: Mailchimp has a one-month free trial plan that allows you to try out all the basic features.
Pros
- Mailchimp's tailored, affordable plans cater to your growing subscriber base.
- The company’s tools allow you to enhance your audience’s experience on mobile devices.
Cons
- Merge tags functionality may cause issues, appearing unprofessional to customers.
- Some users struggle with linking images or text to online sources
- Design restrictions can be limiting for unique business needs.
9. SendPulse - Best for combining email and SMS marketing
Why I picked SendPulse:
What I liked about SendPulse is how comprehensive its offerings are. With advanced email, SMS, and chatbot marketing capabilities, along with tools for landing pages, online courses, and a free CRM, the platform essentially hands me everything I need for a successful campaign.
What really caught my attention was unlike many other platforms I mentioned in this article, SendPulse invests in extensive training materials and tutorials to equip users.
For instance, their SendPulse Academy—a comprehensive video training program—gears you up to launch campaigns, configure web-push notifications, and create chatbots.
Standout Features and Integrations:
Features include noteworthy email marketing and SMS marketing tools, web push notifications, chatbots, and subscriber management. With contact management, advanced filters, and customizable templates, I can easily see how SendPulse could assist in crafting and sending campaigns that truly resonate with my audience.
One thing I'd like to specifically point out is the analytics and testing options—it impressed me to see how well features like email deliverability ratings and A/B testing options were implemented in SendPulse.
Integrations include WooCommerce, WordPress, Shopify, Zapier, HubSpot, and many others.
Price: Plans start at $9.60 per month and then the price keeps going up based on the number of subscribers and the features you need.
Free Trial: Free for up to 500 subscribers.
Pros
- The company has a pretty user-friendly backend site and a simple setup process.
- With analysis instruments and saved campaign history, you'll have all the data you need to optimize your campaigns.
Cons
- Some users have reported issues with emails being blocked or sent to spam, even when they're not spammy.
10. SendLoop - Best for small businesses and entrepreneurs
Why I picked SendLoop:
Having been in the business for 24 years, SendLoop is an email marketing platform that I've seen growing and evolving. Their focus on assisting small businesses and entrepreneurs is commendable, having supported more than 36,000 customers in over 100 countries.
One of the reasons I chose SendLoop was for its suitability for businesses aiming to maximize their reach. What really impressed me were features such as newsletters, email sequences, campaigns, and RSS-to-email automation. I found these aspects simplified the process of connecting with my audience.
Standout Features and Integrations:
Features include an array of email templates, list management, autoresponders, reporting and analytics, and more. What I particularly appreciated were the features tailored to various industries, including e-commerce, corporations, and events.
Integrations include over a thousand platforms including OptinMonster, Stripe, Salesforce, Pipedrive, and Unbounce.
Price: Plans start at $79/month.
Free Trial: One of the cool things about SendLoop is that you can have unlimited subscribers for free but the downside is that you can’t send emails to any of them.
Pros
- It’s got a simple, intuitive interface and lightning-fast setup, so you can start sending high-converting emails in literally minutes.
Cons
- Some users have reported that reports and integrations could use some work.
11. Vision6 - Best for agencies and large-scale marketing teams
Why I picked Vision6:
This company is the ambitious brainchild of two Aussie uni grads, fuelled by caffeine and an insatiable quest for email marketing dominance. What stood out to me was their commitment to small businesses and entrepreneurs, offering free webinars, training, blogs, and email marketing metric reports—all thoughtfully designed to optimize campaign success.
In choosing Vision6, I was drawn to their in-depth reports and real-time insights. Furthermore, the opportunity to impress prospects with striking emails was irresistible, thanks to their arsenal of over 170 templates, free stock images, and a user-friendly drag-and-drop editor.
Standout Features and Integrations:
Features include a drag-and-drop email editor, responsive email templates, contact management, and advanced analytics. And if you’re worried about things like compliance (say your customers are outside the USA), you don’t have to. Vision6 tackles email compliance issues quite well and keeps your subscriber list spick and span.
Integrations include platforms like EventBrite, Google Analytics, Shopify, WordPress and hundreds of others through Zapier.
Price: The range of pricing is pretty dramatic, starting at $9/month with 0 - 500 subscribers and going all the way to $1,249 for a six-digit subscriber list.
Free trial: Vision6 offers a 30-day free trial with 250 free email sends.
Pros
- You can explore SMS campaigns
- Effortlessly jazz up templates
- Sneak a peek at who's opening your emails.
Cons
- It might be a tad intimidating at first
- The editor occasionally gets finicky with pasted text
12. Improvado - Best for medium-sized businesses ready to scale
Why I picked Improvado:
I'm all too familiar with the task of juggling data from numerous platforms. This is precisely where Improvado enters the scene.
Envision it as your dependable partner, perpetually prepared to dive into the data deluge and derive meaningful insights.
I've found that Improvado possesses an incredible ability to extract data from diverse marketing platforms, thereby providing us with a holistic view. Furthermore, its visually appealing way of presenting data simplifies the process of deriving insights.
Standout Features and Integrations:
Features: In my experience, Improvado plays the role of a Swiss army knife for us marketers. It adeptly handles the extraction and loading of data from all our sources, tidying it up and priming it for analysis.
Even more impressive, it standardizes data across disparate channels. With its consistent rollouts of product updates, I think pretty much anyone can stay a step ahead. I initially thought it would be merely a data tool, but it's truly a marketing partner.
Integrations: Improvado has solid integrations with key marketing platforms - Google Ads, Facebook Ads, and TikTok for Business for your ad campaigns, Google Analytics for web metrics, and Amazon Advertising for e-commerce. Plus, it connects with many others, making it a versatile tool for comprehensive marketing data management.
Price: No pricing information is available on the company’s website, so you’ll need to book a call for a customized quote.
Free trial: The company does not offer a free trial.
Pros:
- Improvado offers comprehensive data integration from multiple platforms.
- It provides real-time data analysis for prompt decision-making.
- You get enhanced customization for tailored reporting.
Cons:
- Getting to grips with Improvado might take some time, similar to mastering a new skill.
- If your needs are simple, Improvado's multitude of features might be more than you require, potentially making it a bit overwhelming.
Other options
There were a few email marketing tools that didn’t quite make the cut when it comes to analytics, but that still offer great functionality for email marketing overall.
- ConvertKit - Best for content creators
- InfusionSoft by Keap - Best for small businesses who need personalized automations
- Albacross - Best for converting anonymous web traffic into leads
- Constant Contact - Best AI-created digital marketing
- SendX - Best for quick SEO guidance and templates
- Moosend - Best drag-and-drop automation triggers
- Sender - Best responsive and mobile-friendly email formatting
Selection Criteria
To sculpt the roster of premier email marketing analytics tools discussed in this piece, I meticulously applied a set of selection and evaluation criteria. Here's a sneak peek into that process:
Core Functionality
In my quest to spotlight the most impactful analytics tools for email marketing, I prioritized those laser-focused on amplifying email performance visibility, fortifying tracking and measurement of ROI, and championing an abundance of personalization possibilities.
Key Features
The key features showcased by these tools hold immense significance in achieving core functionality. Real-time performance monitoring is a key attribute, providing instant insights for on-the-spot strategic adjustments.
- A/B testing: The platforms possess the capability to execute sophisticated A/B testing, a critical feature for refining email marketing strategies.
- KPI tracking: Tracking of key metrics, including open, click-through, and conversion rates, are an essential part of the package, providing tangible measures of campaign effectiveness.
- CRM Integration: Seamless integration with CRM systems is an inherent feature, paving the way for data-driven and personalized campaign execution.
Usability
Throughout my exploration, I remained committed to finding tools equipped with user-friendly interfaces that demystify managing advanced segmentation, real-time tracking, and A/B testing.
Integrations
My focus also gravitated towards analytics tools offering sturdy integrations, encompassing popular CRM platforms, e-commerce systems, and social media management tools.
Pricing
Pricing for email marketing analytics platforms varies. For $10-$50/month, expect basic metrics like open rate. Mid-tier, at $100-$500/month, introduces advanced tools like conversion tracking and A/B testing. High-end platforms, from $1,000/month, provide comprehensive insights with customizable dashboards and predictive analytics.
Customer support
In customer support, quick response times, platform expertise, and 24/7 availability make the difference. Quick turnaround ensures issues don't become setbacks, in-depth knowledge helps troubleshooting, and around-the-clock support addresses global business needs.
People Also Ask
Here are the answers to some questions you may still have:
What are the three types of marketing analytics?
What are marketing analytics tools?
How do I get email marketing data?
How do you use email analytics?
Other Marketing Analytics Tool Reviews
Marketing tools come in all shapes and sizes, from social media platform management to website and product reporting. You'll probably need several tools to cover the whole gambit of needs. Here are some other tool review lists that I recommend checking out:
- Marketing Measurement Tools
- Marketing Attribution Software
- Marketing Dashboard Software
- Market Intelligence Software
- PR Analytics Tools
- Content Analytics Software
Next Steps
We've come to the end of our tour of the world of email marketing analytics. Allow me to remind you that using them can be like having a crystal ball for your email marketing campaigns.
The metrics offered by email marketing analytics tools help you understand past successes and challenges while also offering valuable insights into future performance. With the right tool, you'll become a savvy strategist - some might even say a visionary.
Consider your requirements, budget, and desired features before making a decision. Don't forget to test out free trials, as they serve as appetizers, giving you a preview before committing to the main course.
And before you scuttle away, subscribe to the CMO newsletter for an assortment of the latest trends and insights from the marketing world's elite. It pays to stay one step ahead!