Email marketing is a powerful strategy—but without proper tracking, you’re flying blind. To optimize your email campaigns, you need insights into who’s opening your emails, clicking your links, converting, or unsubscribing. That’s where email analytics tools come in.
In this article, we’ll explore the best email analytics tools to track campaigns and how they can help you make data-driven decisions that improve results and ROI.
Why Email Analytics Matter
Understanding the performance of your email campaigns is essential to improving them. Key metrics like open rates, click-through rates, bounce rates, unsubscribe rates, and conversions tell you what’s working—and what’s not.
With the right email analytics tools, you can:
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Identify your most engaged subscribers
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Pinpoint content that converts
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Optimize subject lines, timing, and design
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A/B test and refine future emails
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Monitor deliverability and spam issues
Whether you’re a small business or a large enterprise, choosing the right analytics tool makes all the difference in your email marketing success.
Top Email Analytics Tools to Track Campaigns
Here’s a breakdown of some of the best tools available today, each offering unique features for email tracking and performance optimization.
1. Google Analytics
While not an email-specific tool, Google Analytics is a powerful way to track how email campaigns drive website traffic and conversions. By using UTM parameters in your email links, you can see:
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How many visitors came from a specific email
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Which emails led to conversions or purchases
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What actions users took on your site after clicking
Best For: Measuring post-click performance and conversions
Pros:
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Free to use
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Deep website behavior insights
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Customizable tracking with UTM tags
Cons:
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Requires setup and integration
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Doesn’t track open rates or unsubscribes
2. Mailchimp
One of the most popular email marketing platforms, Mailchimp offers robust built-in analytics for all campaign types. You can track:
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Open and click-through rates
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Audience growth over time
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Email bounce rates
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Revenue generated from each campaign
Mailchimp also provides comparative benchmarks against industry averages to help you understand your performance.
Best For: Small to medium-sized businesses looking for all-in-one analytics
Pros:
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Easy-to-read dashboards
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Heatmaps to show click activity
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E-commerce tracking integrations
Cons:
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Limited customization in free plan
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Less suitable for enterprise-level reporting
3. Campaign Monitor
Campaign Monitor provides detailed reporting tools with beautiful visualizations. It tracks all the essential metrics and includes:
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Real-time campaign performance
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Engagement by time and location
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A/B testing results
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Device and platform breakdowns
Best For: Marketers who want visually appealing, easy-to-digest reports
Pros:
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Great UI and reporting visuals
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Segmentation and automation tools
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Integration with CRM platforms
Cons:
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Slightly higher pricing for premium features
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Fewer advanced automation options compared to others
4. HubSpot Email Marketing
If you’re already using HubSpot for CRM or marketing automation, their email analytics are a seamless addition. HubSpot tracks:
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Email opens and clicks
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Bounce and unsubscribe rates
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Email performance by contact segments
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Attribution reporting for lead generation
Best For: B2B businesses looking for integrated marketing and CRM analytics
Pros:
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Full-funnel tracking
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Smart content insights
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Excellent segmentation options
Cons:
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Costly for premium features
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Learning curve for new users
5. Brevo (formerly Sendinblue)
Brevo is a rising favorite for businesses wanting affordable and GDPR-compliant email marketing with real-time analytics. Features include:
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Heatmaps for clicks
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Open/click/unsubscribe rates
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Deliverability tracking
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Real-time metrics and engagement scoring
Best For: Small businesses and startups needing budget-friendly analytics
Pros:
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Simple interface
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Strong deliverability insights
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Affordable pricing
Cons:
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Fewer advanced integrations than larger platforms
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UI can be basic for advanced users
6. Litmus
Litmus is ideal for teams that care deeply about testing and rendering. While it offers analytics, its strength lies in pre-send optimization and email previews.
Analytics Features:
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Read time tracking
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Engagement insights
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Client/device breakdown
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Spam testing and email previews across devices
Best For: Email designers and QA teams who want to perfect their emails before sending
Pros:
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Advanced pre-send testing tools
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Engagement metrics for deep analysis
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Integrates with most major ESPs
Cons:
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Expensive for small teams
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Focused more on testing than campaign management
7. Benchmark Email
Benchmark Email offers clear analytics dashboards with all key performance indicators (KPIs), including:
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Opens, clicks, and delivery rates
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Contact activity reports
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Engagement over time
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Heatmap visuals
Best For: Businesses looking for affordable, easy-to-use campaign tracking
Pros:
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Real-time metrics
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Beginner-friendly interface
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Drag-and-drop email builder
Cons:
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Limited advanced analytics in free plan
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Fewer third-party integrations
What to Look for in an Email Analytics Tool
Before choosing a tool, consider the following:
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Ease of use: Is the dashboard intuitive?
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Customization: Can you filter and segment data?
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Integration: Does it connect with your CRM or e-commerce platform?
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Real-time tracking: Are reports updated live?
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Reporting: Can you export or share reports easily with your team?
The best email analytics tools give you both a high-level overview and detailed data that let you refine your campaigns for better results.
Final Thoughts
Email marketing isn’t just about sending messages—it’s about understanding how those messages perform. By using the best email analytics tools to track campaigns, you gain valuable insights into your audience’s behavior and how to improve every send.
Whether you’re just starting out or managing enterprise-level campaigns, investing in the right analytics tools ensures your emails reach the right people—and actually get results.
Also, you can learn more about Email Deliverability here.