Zrinity Email Marketing Blog

Zrinity Puts a New Face on a Common Practice…

Zrinity recently announced the integration of Google Analytics into its Behavioral Email Marketing Strategy. The result of the winning combination is a heightened ability of email marketers to monitor the behavior of their recipients through strengthened metrics and data compilation.

Formerly known as Urchin from Google, the new Google Analytics assists businesses in monitoring performance data. That data can then be used to improve upon existing campaigns and sites. But that’s not all. Google Analytics also allows businesses to track the performance of ads, referrals, search engines, promotions, and a number of offline initiatives as well.

At one time, it was thought that those metrics obtained from Google Analytics were stand-alone and had no ties to other email campaign metrics. In other words, businesses would monitor campaigns through the Zrinity site and then watch Google Analytics for other measures. Zrinity, however, has changed all that by tying Google Analytics directly into its Behavioral Email Marketing Strategy.

Now, having connected the two, delivery coders have enabled Zrinity to pass all campaign metrics directly to Google Analytics. Thus, businesses not only have the means to track bounce rates, delivery rates, and campaign testing, but also the ability to continue tracking site movement once the campaign is completed. From email metrics to site metrics – now it’s all accessible by one click.

This combination is highly critical to Zrinity clients. Behavioral email allows businesses to group individuals/recipients by their past patterns or actions. In other words, a business can look at those individuals who used a credit card to make their purchase in one group, those who opted to receive a newsletter in another, and so on. Part of Zrinity’s new Behavioral Email Marketing Strategy also includes monitoring email for pricing purposes to help ensure that those clients without delivery issues are not paying the same as those facing this challenge.