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. 

Stefan Pollard, director of email marketing best practices, and Dan Miller, manager of professional services, both of Lyris, Inc. argue for a real marriage of the two disciplines.

Lyris, a combination of several recent acquisitions, tries to bring some of these metrics together in its own Lyris HQ dashboard. Pollard and Miller walked us through how email clickthroughs need to be followed and understood after users get to the site.

Click here to read the full article on MediaPosts's Behavioral Insider.

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