New Arrival: J.L. Halsey Integrates Lyris ListManager with ClickTracks Web Analytics
In a key move toward integrating its marketing technology solutions, Emeryville, Calif.-based J.L. Halsey Corp. (www.jlhalsey.com) has announced that it has tightly coupled its ClickTracks Web analytics solution with its popular e-mail marketing platform, Lyris ListManager.
This integration moves the company one step closer to its goal of providing marketers with a platform that integrates the core technologies of e-mail marketing, Web analytics and Web content management. In the coming months and year, the company says, it will announce a number of new products and enhancements that combine these three core technologies.
The new integrated solution automatically exchanges information between ListManager and ClickTracks, enabling marketers to track the behavior of e-mail list subscribers from the time they open a company's e-mail to their activity on that company's Web site -- including any subsequent page views, downloads, purchases, time on site and more, according to J.L. Halsey. This insight allows marketers to continually hone their e-mail message content, special offers, list segments, Web site content and site design to improve response rates and ROI.
Using the data provided by Lyris ListManager, a ClickTracks user can segment out e-mail respondents and provide valuable insight into visitor behavior. For example, an e-mail campaign drives 10,000 visitors to a landing page but only 3 percent convert. A marketer can then analyze the behavior of the 97 percent that didn't convert and target that segment with a follow-up offer.
Users of both solutions also benefit from ClickTracks' campaign reporting feature, which gives detailed ROI analysis by comparing the costs of e-mail and PPC campaigns -- helping marketers make informed decisions about how to allocate their budgets for maximum results.