ATLANTA, December 12, 2006 - Email marketers struggle with a lack of customer data, according to market research conducted by JupiterResearch for Silverpop. The leading email service provider has addressed that concern through partnerships with top Web analytics firms.
Silverpop has integrated its solution with the Web analytics applications of Coremetrics, Omniture, WebSideStory and WebTrends. As announced yesterday during Omniture's "Plug and Play" Online Marketing launch in San Francisco, Silverpop is an Accredited Application partner and a founding associate of the Omniture Solution Network, making available to clients automated data integration via a drag-n-drop interface.
"Our market research underscores the value email marketers place on data integration between their email marketing and Web analytics platforms," said Elaine O'Gorman, vice president of strategy for Silverpop. "In the past, the ability to use customer data residing in one marketing application to target and trigger campaigns out of another has posed technical challenges for marketers. Our relationships with Omniture and the other top Web analytics firms now make the task faster and easier."
With email recipients increasingly demanding higher relevance in the email messages they receive, linking Web site behvaior with email marketing campaigns can dramatically improve message relevance and results. Silverpop's Web analytics integration improves email marketers' ability to:
- Remarket to Web site visitors and key market segments.
- Optimize email campaigns based on conversion rates and Web site usage.
- Consolidate email marketing and Web analytics data into one report for easier analysis.
Silverpop's white paper, "Incorporating Web Analytics into Email Marketing: Five Quick-Start Tactics for Marketers," presents ideas for using Web analytics data to better understand customers' needs and more effectively market to them. To receive the free white paper, visit http://www.silverpop.com/practices/whitepapers.html.