Top 10 Email Marketing Analytics Software in '24 Based on +50k Reviews

Email marketing Marketing analytics

Updated on May 13

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Top 10 email marketing analytics software Differentiative feature comparison of email marketing analytics software Detailed analysis of email marketing analytics tools What is an email marketing analytics tool?Core features of email marketing analytics software Differentiating features email marketing analytics software

Utilizing email marketing analytics software is an important step of a successful email marketing strategy. From optimizing the effectiveness of email campaigns and achieving better marketing outcomes, email marketing platforms that offer advanced analytics and reporting capabilities provide detailed insights into how recipients interact with emails, for marketers to measure the success of their strategies through analyzing:

open and click rates,
conversion rates,
subscriber activity,
engagement trends,
and email list health.

This guide on email marketing analytics compares top 10 email marketing analytics software to give you a comprehensive picture on their key features, advantages and challenges.

Top 10 email marketing analytics software

Vendor	Number of reviews	Average rating	Starting price/month*	Free trial
Campaigner	604	3.9	$59	30-day
Campaign Monitor	1,244	4.3	$11	❌
HubSpot Marketing Hub	10,732	4.4	$20	14-day
Klaviyo	1,568	4.6	$45	60-day
Litmus	642	4.6	$79	7-day
Mailchimp	29,425	4.4	$13	30-day
Omnisend	1,574	4.6	$16	❌
Pipedrive	4,781	4.4	$12	14-day
Salesfore Marketing Cloud	4,549	4.0	$1,250**	❌
SendGrid	1,047	4.2	$15	❌

The above table lists top email marketing analytics tools in an alphabetical order. While selecting these tools, we consider below factors:

B2B user reviews: We included vendors with more than 400 reviews obtained from B2B user platforms, G2 and Capterra.

The number of employees: For a better understanding on the operational capacity of the companies, we included vendors with at least 50 employees as stated by LinkedIn.

Features: We included vendors that support at least 3 of the features that are essential for email analytics: campaign analytics, data visualization, performance metrics, engagement tracking or ROI tracking.

Transparency statement: Vendors with links are sponsors of this article and are highlighted at the top of relevant lists.

*Starting price per month represents the price for each user, except Salesforce Marketing Cloud**, which represents the price for one organization.

Differentiative feature comparison of email marketing analytics software

Vendor	Data Visualization	Engagement Tracking	ROI Tracking
Campaigner with Google Analytics	✅	❌	❌
Campaign Monitor	✅	✅	❌
HubSpot Marketing Hub	❌	❌	✅
Klaviyo	✅	✅	❌
Litmus	✅	✅	❌
Mailchimp	❌	✅	✅
Omnisend	❌	✅	✅
Pipedrive	✅	✅	❌
Salesfore Marketing Cloud	✅	✅	✅
SendGrid	❌	✅	❌

Detailed analysis of email marketing analytics tools

Campaigner

Figure 1: Campaigner analytics dashboard feature.¹

Campaigner’s Google Analytics integration allows businesses to monitor the entire journey from email clicks to website conversions. With this integration, users can gain a comprehensive view of their email marketing performance, including email click to conversion rates, insights on visitors, calculate their marketing campaign ROI, and segmentation for better targeted campaigns.

Pros: Users state that Campaigner’s reporting functionalities for send time, open, click rate analysis and format optimization is highly useful. See Figure 2.

Figure 2: Campaigner user review on Capterra.²

Cons: Users suggest improvements on Campaigner’s integration capabilities with external sources. See Figure 3.

Figure 3: Campaigner user review on Capterra.³

Campaign Monitor

Figure 4: Campaign Monitor dashboard on campaign performance metrics.⁴

Campaign Monitor provides comprehensive analytics and reporting features on subscriber activity and email performance. In addition to key email metrics such as open, click-through, unsubscribe and delivery rates, Campaign Monitor allows analysis and reporting on email list growth, engaged and inactive subscribers, engagement by client, platform or email domain and content performance.

Pros: Users praise Campaign Monitor for its intuitive user interface and advanced analytics capacities. See Figure 5.

Figure 5: Campaign Monitor user review on Capterra.⁵

Cons: Users find Campaign Monitor’s personalization options as limited and suggest improved customization options for reporting and email templates.⁶

HubSpot Marketing Hub

Figure 6: HubSpot Marketing Hub analytics dashboard.⁷

With HubSpot Marketing Hub’s all-in-one marketing analysis features, users can measure and track site performance and traffic, create analytics reports across multiple channels and monitor customer lifecycle processes with CRM data analysis.

Pros: Users find HubSpot’s dashboard feature beneficial for tracking and reporting on their marketing ROI. See Figure 7.

Cons: Set-up processes can be frustrating for some users. Additionally, users suggest improvements on the company’s customer services. See Figure 7.

Figure 7: HubSpot Marketing Hub user review on Capterra.⁸

Klaviyo

Figure 8: Klaviyo marketing performance dashboard.⁹

Klaviyo’s personalized benchmarking feature is designed for businesses to analyze their digital marketing performance by comparing their metrics with other companies.

These benchmarks are personalized based on factors such as revenue, industry, the frequency of the campaign, average item values and growth to ensure the data is relevant to each user.

Pros: Users praise Klaviyo’s customer tracking capabilities that are directly connected to their customer data.¹⁰

Cons: Klaviyo’s pricing plans can be higher for some users when compared to its competitors. Users also state that Klaviyo would be more beneficial if it was more focused on eCommerce businesses.¹¹

Litmus

Figure 9: Litmus email analytics dashboard.¹²

Pros: Users state that the resources on the Litmus content library are highly useful specifically for their coding processes.¹³

Cons: Users suggest improvements on analytics capabilities for code tracking.¹⁴

What is an email marketing analytics tool?

Email marketing analytics tools play a crucial role in optimizing email marketing campaigns by providing valuable insights and actionable data on the campaign performance. These tools enable marketing teams to track performance metrics and provide detailed reports into various aspects of the email campaigns.

Email marketing analytics processes also allow assessing the impact of email subject lines, relevant content, and calls-to-action for marketers to refine their email marketing strategy to improve engagement and outcomes.

Core features of email marketing analytics software

Email marketing analytics tools enable several key features designed to optimize the management and effectiveness of email marketing campaigns:

Analysis of email marketing campaigns

This feature allows for comprehensive tracking of performance and engagement metrics across different campaigns. With email marketing analytics, marketers can measure effectiveness of their emails by examining specific user interactions and behaviors.

Key email performance and engagement metrics

Deliverability: Measures the success rate of emails that reach the recipient’s inbox.

Open rate: The percentage of recipients who open an email which would indicate the effectiveness of the subject line.

Click-Through Rate (CTR): The percentage of recipients who click on one or more links within the email to reflect the relevance and appeal of the email content.

Bounce rate: Measures the percentage of emails that are not delivered, which could be due to invalid addresses or server issues.

Conversion rates: The percentage of recipients who complete a desired action to provide insight into the persuasiveness of the email content.

Unsubscribe rates: Indicates how many recipients choose to opt out of future emails. This is a critical metric for assessing content relevance and subscriber satisfaction.

Reporting

Provides detailed and custom reports that offer insights on engagement data, demographic details of the audience, and campaign outcomes. These reports enable marketers to make future planning in line with their marketing strategy.

Insights on compliance

Helps ensure that email campaigns comply with laws and regulations such as GDPR, CAN-SPAM, or others applicable in different regions or industries. This feature is crucial for maintaining the legality of email marketing practices.

Integrations

Email marketing analytics software often integrates with other tools such as CRM systems, social media platforms, and other marketing channels including SMS and push notifications. This process enables a seamless flow of data across platforms to boost the quality of insights and the comprehensiveness of the marketing database.

Email list growth and segmentation

Supports the growth and management of email lists by providing tools to segment these lists based on various criteria, such as past user behavior, demographics, engagement levels. Effective segmentation allows for more targeted and personalized email campaigns, which can lead to higher engagement and conversion rates.

Differentiating features email marketing analytics software

In addition to core email marketing analytics features, some services provide more advanced functions that would differentiate them from their competitors such as data visualization and ROI tracking:

Data visualization

Through charts, graphs, and heat maps, this feature presents complex data in an easily understandable format to help marketers to follow trends and adjust strategies accordingly.

ROI tracking

Measures the return on investment rates of email campaigns. This feature is essential for businesses to assess the financial effectiveness of their email marketing efforts.

External Links

1. “Campaigner Pricing, Alternatives & More 2024“. Capterra. Retrieved May 10, 2024
2. “Campaigner Verified Review“. Capterra. Retrieved May 10, 2024
3. “Campaigner Verified Review“. Capterra. Retrieved May 10, 2024
4. “Email Insights: Campaign Tracking and Reporting“. Campaign Monitor. Retrieved May 10, 2024
5. “Campaign Monitor by Marigold Verified Review“. Capterra. Retrieved May 10, 2024
6. “Campaign Monitor by Marigold Verified Review“. Capterra. Retrieved May 10, 2024
7. “Optimize Reporting with Free Marketing Analytics“. HubSpot. Retrieved May 10, 2024
8. “HubSpot Marketing Hub Verified Review“. Capterra. Retrieved May 10, 2024
9. “Reporting Tool & Dashboard Template“. Klaviyo. Retrieved May 10, 2024
10. “Klaviyo Verified Review“. Capterra. Retrieved May 10, 2024
11. “Klaviyo Verified Review“. Capterra. Retrieved May 10, 2024
12. “Email Analytics“. Litmus. Retrieved May 10, 2024
13. “Litmus Reviews 2024: Details, Pricing, & Features“. G2. Retrieved May 10, 2024
14. “Litmus Reviews 2024: Details, Pricing, & Features“. G2. Retrieved May 10, 2024

Cem Dilmegani

Principal Analyst

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

Sources:

AIMultiple.com Traffic Analytics, Ranking & Audience, Similarweb.
Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics, Business Insider.
Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are, Washington Post.
Data management barriers to AI success, Deloitte.
Empowering AI Leadership: AI C-Suite Toolkit, World Economic Forum.
Science, Research and Innovation Performance of the EU, European Commission.
Public-sector digitization: The trillion-dollar challenge, McKinsey & Company.
Hypatos gets $11.8M for a deep learning approach to document processing, TechCrunch.
We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million, Business Insider.

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