Forrester to unveil email marketing and web analytics techniques

IT analyst Forrester Research is set to uncover a range of techniques that will allow businesses to integrate web analytics into the email marketing campaigns.

The company's John Lovett is set to speak at a webinar next week, covering the topic in depth alongside a number of other online marketing experts.

Scott Roth, who will be part of the webinar event, said: "Personal interests and a consumer's needs are two of the most significant factors that prompt customers to open email.

"Web analytics provides one of the greatest opportunities to understand the interests and needs of customers based on the information they look at and the actions they take online."

Meanwhile, Email Insider, an industry news provider, said company's should use search engine optimisation in the HTML email newsletters.


According to the website, a lot of internet users store old newsletters and refer back to them, so businesses should make them easy to find.