Marketing professionals can gain a more comprehensive understanding of their email campaigns by using analytics, an expert has advised.

According to John Caiger, director of campaign solutions provider Matraxis, marketers should ensure that they know whether their use of keywords is working, as this information can have an impact on future promotions.

Writing on, Mr Caiger also said that integrating email marketing with web or email campaign analytics helps to “define a better picture of your customer base”.

He noted that tools such as WebTrends allow marketers to scrutinise click through behaviour in order to optimise and gain maximum return on investment from email campaigns.

“Using email campaign analytics to learn which website activities and integrated campaigns drive the deepest website engagement,” Mr Caiger said.

He added: “Create target segments based on visitor scores to deliver the right message to the right person at the right time.”

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Related Topics: Email Marketing