There's a lot more learning to be had beyond open and click-through rates for your email marketing campaigns. By employing a web analytics tool to analyze the behavior of respondents you can gain valuable insight to just how effective your email campaign is - or isn’t.

Many marketers consider 'conversion' the holy grail of campaign success. If the email generates a lead or a sale, it's considered successful;

Traditionally, Web analytics of on-site behavior and email metrics have peacefully co-existed in separate silos. Once a message gets its audience to a site, many email marketers believe their work is done.