10 Best Email Analytics Tools & Software to Use in 2024

Do you ever wonder how your email campaigns are really performing? It can be tough to know if you don't have the right analytics tools at hand. 

But don't worry, because in 2024, there are plenty of email tracking software options to choose from that can help you stay on top of your email game. With features that let you monitor subscriber engagement and improve your overall strategy, these tools are a must-have for any business looking to stay competitive. 

So, without further ado, let's dive into the ten best email analytics tools to help you take your email marketing campaigns to the next level!

What is an email analytics tool?

An email analytics tool is a software application that allows you to track and analyze the performance of your email campaigns.

Email tracking tools provide insights about email marketing metrics, such as:

• Open rates
• Click-through rates
• Bounce rates
• Conversion rates

Some tools also track transactional metrics, such as:

• Number of transactions
• Total revenue 
• Average order value
• Revenue per sent

Email analytics tools can also help you understand your audience better by providing demographic data like location, age and gender. With this information, you can tailor your campaigns better to suit the needs and interests of your audience.

10 best email analytics tools

1. SEINō

SEINō is an email tracking software that offers businesses immediate insights into their email campaigns to help them monitor the campaigns’ effectiveness. Its user-friendly interface allows them to observe subscriber interaction and pinpoint any deficiencies in the company’s email marketing strategy.

The highly adaptable platform allows companies to use the data-driven email marketing approach and customize it to their specific requirements and preferences.

What makes SEINō different from other platforms?

• You can track transactional metrics, such as total revenue, revenue per sent, average order value and the number of transactions.
• You can compare and benchmark campaigns in one reporting view instead of reporting within the ESP and only viewing results per individual campaign.
• You can monitor your subscriber lists and how your customer base is developing.

Follow the link to find out how easy it is to create an email marketing report with SEINō or to explore SEINō widgets in an email marketing dashboard.

Features:

• Reporting and segmentation tools
• Metric targets
• Data filters
• Data export
• Graph creation
• Link tracking
• Easy sharing
• Benchmark comparison
• Dashboard builder
• Pro-active notifications

Pros:

• Ensures deep campaign insights
• Saves hours of manual work
• Offers email scheduling
• Integrates with many platforms, such as Deployteq, Selligent, Salesforce Marketing Cloud, Copernica, Klaviyo, Braze, Mailchimp, HubSpot and others

Pricing:

• Basic: €59 a month for up to 50,000 email sends
• Standard: €129 a month for up to 250,000 email sends
• Pro: €199 a month for up to 1,500,000 email sends
• Enterprise: €499 a month for unlimited email sends

What customers like about it:

Schedule your free demo!

2. ActiveCampaign

ActiveCampaign is an all-in-one customer experience automation platform designed to foster more impactful customer interactions. With this platform, businesses of all sizes can take advantage of an extensive library of automations that combine email marketing, marketing automation and CRM features. These automations offer advanced segmentation and personalization capabilities across a range of communication channels, including social media, email, messaging, chat and text.

Features:

• Lead management
• Segmentation
• Data import/export
• Contact database
• Sales pipeline management
• Custom email templates

Pros:

• The tool is organized in a logical way
• Integrates with Zapeir, Shopify and Salesforce
• High-tech solutions for creating email templates

Cons:

• It has a learning curve
• Occasional glitches
• It's hard to track campaign performance accurately

Out of email campaign ideas? Follow the link to find our top 12 and get inspired!

Pricing:

ActiveCampaign offers different pricing based on the number of transactional emails:

• $15 a month for 10,000 emails
• $55 a month for 50,000 emails
• $115 a month for 125,000 emails
• $245 a month for 300,000 emails
• $455 a month for 700,000 emails
• $775 a month for 1,500,000 emails
• $995 a month for 3,000,000 emails
• $1,295 a month for 5,000,000 emails

Customer ratings

Capterra rated ActiveCampaign 4.6 out of 5 based on 2,420 user reviews.

What customers like about it:

(Ryana K. on G2)

What customers don’t like:

(Kristen on SoftwareAdvice)

Related: ActiveCampaign alternatives

3. Litmus

Litmus is an email marketing tool that caters to marketing teams across various industries. Its primary functions include creating, testing and analyzing email campaigns. The tool allows businesses to manage, organize and sort through many email campaigns while ensuring brand control and consistency. User permissions are available to grant access to the appropriate teams.

The Litmus Builder feature provides users with instant email previews, code navigation in grid view and access to reusable code snippets. Moreover, users can integrate email analytics tracking codes to gather campaign insights such as duration of engagement and subscriber geolocation.

Features:

• Reporting/Analytics
• Email list management
• Event-triggered actions
• A/B testing
• Link click tracking

Pros:

• Easy-to-use builder
• Clear and intuitive UI
• Shows a preview of your email campaign on all devices (desktop and mobile)
• Geolocation analytics
• It integrates with Mailchimp, Hubspot, Google Analytics and Trello

Cons:

• Lack of option to create folders
• It's a bit slow
• It's expensive for small teams

Pricing:

Litmus offers three pricing plans:

• Basic: to design good-looking emails for $99 per month
• Plus: allows automating testing for $199 per month
• Enterprise: allows maximizing collaboration – custom pricing

Customer reviews and ratings

Capterra rated Litmus 4.7 out of 5 based on 33 user reviews.

What customers like about it:

(James on Software Advice)

What customers don't like:

(Kayo on Software Advice)

Related: Litmus alternatives

4. Klaviyo

Klaviyo is a customer platform that enables online brands to take charge of their consumer data and interactions. It allows businesses to convert customer transactions into long-term relationships on a large scale. 

The Klaviyo database integrates various technology tools, including Shopify, Magento, Facebook, Google Ads and Zapier. It provides businesses with a complete understanding of each customer that visits their website, including what prompts them to click, bounce or buy.

Moreover, businesses can use Klaviyo's established email and SMS templates from the same platform to automate personalized communications such as price drop alerts, cart reminders and timely recommendations.

Features:

• Multi-channel marketing
• A/B testing
• Subscriber management
• Mobile optimized emails
• List management
• Attachment tracking
• Automated follow-ups

Pros:

• Templates to include ads in emails
• Segmentation tools allow splitting the campaign into various sub-campaigns
• Integrations with a range of other tools
• Enables automation of marketing campaigns
• Intuitive and easy to navigate interface

Cons:

• SMS marketing is not available in Europe
• Randomly bugs occur on some features
• It has a learning curve

Pricing:

Klaviyo offers three plans:

• Free: allows for 500 monthly email sends
• Email: starting at $20 a month for 5,000 email sends
• Email and SMS: starting at $45 a month for 1,250 monthly SMS/MMS credits

Customer ratings

G2 rated Klaviyo 4.6 out of 5 based on 1,031 user reviews.

What users like about it:

(Angelise on Software Advice)

What users don't like:

(William on Software Advice)

Related: Klaviyo alternatives

5. Braze

Braze is a customer engagement platform that enables businesses to communicate with their customers across various channels, including email, push notifications, in-app messages and more. 

The platform's key features include personalized messaging, audience segmentation, automation workflows and real-time data insights. Braze's machine-learning capabilities enable businesses to streamline the sales process and optimize their communication strategies based on customer behavior, preferences and past interactions. The platform caters to various industries, including e-commerce, retail, travel and media.

Features:

• Mobile optimized emails
• Template management
• Reporting/Analytics
• A/B testing

Pros:

• Delivers comprehensive data and insights
• Detailed segmentation
• Integrates with popular tools such as Salesforce, Google Analytics, Iterable and Branch

Cons:

• Lack of detailed reports in some fields, e.g., email statistics
• Lack of an auto-save feature
• Slow performance

Pricing:

Braze offers customized pricing packages based on a business's specific needs.

Customer ratings

G2 rated Braze 4.5 out of 5 based on 937 user reviews.

What users like about it:

(Verified user on G2)

What users don't like:

(Dann B. on G2)

See also: Braze competitors

6. Funnel.io

Funnel is a marketing data platform that provides businesses with clean, accurate and up-to-date data to help them understand their marketing performance. It simplifies reporting on marketing performance by collecting data from various platforms across the customer journey, including advertising, analytics and CRM. 

Funnel applies recommended and customizable rules to transform the data and enables businesses to explore it to discover new insights. The platform also sends data to visualization apps or data warehouses in real time, making it easy for teams to access insights whenever needed.

Features:

• Data import/export
• Search/Filter
• Data connectors
• User-friendly, drag-and-drop interface

Pros:

• Widgets have a lot of flexibility
• Allows to create reports quickly and easily
• The data is reliable
• Integrates with many advertising networks such as Google Ads, Instagram Ads or Facebook Ads

Cons:

• Unable to import unique metrics
• It is quite pricey
• Processing can be slow sometimes

Pricing:

Funnel offers three pricing plans:

• Starter: free to €1,188+ per month, depending on the number of flexpoints and connectors
• Business: – €1,000 to €2,320+ per month
• Enterprise: custom pricing

Customer reviews and ratings

Capterra rated Funnel.io 4.8 out of 5 based on 19 reviews.

What users like about it:

(Grace on Software Advice)

What users don't like:

(Jorge on Software Advice)

See also: Funnel.io alternative options

7. SendGrid

SendGrid is a cloud-based email tracking tool. Supporting the company's email outreach efforts, it enables sales teams to concentrate on their core operations without worrying about their email infrastructure. It provides user-friendly segmentation, actionable analytics and flexible campaign editing.

Features:

• Email templates
• Email distribution
• Event-triggered actions
• Audience targeting
• Read receipts

Pros:

• Allows to monitor email behavior like bounces, clicks, opens and other metrics
• Email templates are easy to customize
• Integrates with various platforms and applications such as Salesforce, Hubspot, Shopify, Magento, Google Analytics and Microsoft Excel.

Cons:

• It's hard to get the formatting right
• Fails to change the shared IPs regularly, so emails get to the spam folder instead of the inbox
• Reporting and analytics features are limited in comparison to other email service providers (for example, it does not provide advanced data visualizations or the ability to drill down into more specific data points) 

Pricing:

SendGrid offers three plans:

• Free: allows sending 100 emails per day
• Essentials: basic email capabilities to boost your business for $19.95 per month
• Pro: to maximize your email performance for $89.95 per month
• Premier: extra support from the SendGrid team for custom price

Customer ratings

Capterra rated SendGrid 4.2 out of 5 based on 723 user reviews.

What customers like about it:

(Verified reviewer on GetApp)

What customers don't like:

(Daniel K. on GetApp)

Related: SendGrid alternatives

8. AWeber

AWeber provides email analytics tools for small businesses. With AWeber, companies can easily create responsive landing pages, manage contacts, send engaging emails and analyze the performance of their campaigns.

AWeber allows you to grow your email list by helping you to create landing pages and sign-up forms to gather email addresses. It automatically triggers an email after someone subscribes to your list, makes a purchase, leaves items in their cart or engages with your emails. With AWeber's Auto Newsletter, you can send out emails to your subscribers to keep them informed on your latest content, products, music, courses, etc.

Features:

• Email metrics: open rate, click-through rate, unsubscribe rate, bounce rate
• Email campaign management
• Source tracking
• Lead nurturing
• Interaction tracking
• Internal communications

Pros:

• Custom segmentation
• Drag and drop builder
• No-code automation
• Reliable customer service
• Allows to schedule emails in advance

Cons:

• Reporting and analytics features are poorer than in other email analytics tools (lack of detailed segmentation and custom reporting)
• The interface is not as intuitive or user-friendly as in some of the other tools on the market
• Lack of support for mobile users
• Too many advanced features may be redundant for small businesses and can create frustration

Pricing:

AWeber offers a free plan for up to 500 subscribers and 1 email list.

Apart from that, it provides three pricing plans:

• Free: for up to 500 subscribers and one email list
• Lite: with three email automation and advanced message analytics for $12.50 per month
• Plus: with limitless email lists and unlimited email tracking for $20.00 per month
• Unlimited: with limitless subscribers and personalized account management for $899 a month

Customer ratings

Capterra rated AWeber 4.4 out of 5 based on 303 user reviews.

What users like about it:

(Raymond Inigo on Software Advice)

What users don't like:

(Kira on Software Advice)

Related: AWeber alternatives

9. Supermetrics

Supermetrics is a software solution that enables companies of various sizes to transfer marketing data to external platforms for reporting, analytics, data storage and visualization. It offers integrations with email marketing platforms such as Mailchimp and Campaign Monitor. 

These integrations allow users to pull email marketing data into their reporting and analysis in Supermetrics, making it a helpful tool for email analytics alongside other marketing channels.

Features:

• Email performance tracking
• Data visualization
• Automated reporting
• Real-time monitoring

Pros:

• Customized reports
• Merging data from various sources
• Simple, quick and easy to set up integrations
• Allows to set updating rules to save your manual work

Cons:

• Unclear billing policy
• Occasional errors when synchronizing with other platforms
• Incompatible metrics
• Messy onboarding processes

Pricing:

Supermetrics has a free trial and a free version, as well as five pricing plans:

• Single Collector: one data source and ten accounts per data source for $39 per user
• Essential: depending on your data connector (like Google Analytics, Google Ads or Facebook) it includes 7-10 data sources for $99 per month
• Core: includes 22-25 data sources with one user and ten accounts per data source for $239 per month
• Super: includes between 42 to 46 data sources with three users and two accounts per data source for $539 a month
• Enterprise: allows access to all data sources with over three users and over three accounts per data source – custom pricing

Customer ratings

Capterra rated Supermetrics 4.4 out of 5 based on 102 user reviews.

What users like about it:

(Thiago on Software Advice)

What users don't like:

(Stephanie on Software Advice)

Related: Supermetrics alternatives

10. Salesforce Marketing Cloud

Salesforce Marketing Cloud provides various email analytics tools to help sales teams measure their email campaigns' performance and effectiveness. Some of these tools include:

• Email Studio: provides email marketing automation and analytics capabilities. It allows email campaign creation, sending and tracking and provides insights into how subscribers engage with the emails.
• Journey Builder: provides a holistic view of the customer journey across all touchpoints, including email. It allows the creation of personalized email journeys and tracking of each touchpoint's effectiveness.
• Data Studio: consolidates and analyzes data from multiple sources, including email. It provides insights into customer behavior and engagement and helps sales professionals make data-driven decisions.
• Analytics Builder: allows the creation of customized reports and dashboards to track email performance and measure the impact of campaigns.
• Einstein Analytics: provides AI-powered insights and recommendations to help marketers optimize their email campaigns and improve engagement and conversion rates.

Features:

• Email performance metrics
• Journey analytics
• Engagement metrics
• Subscriber profiles
• Deliverability rates

Pros:

• Detailed email tracking allows sales teams to make data-driven decisions and create targeted email campaigns
• Drip email feature
• Integration with Salesforce CRM
• Advanced segmentation features allow sending tailored marketing messages

Cons:

• It's difficult to customize reports
• A multitude of features and options make the tool overwhelming
• Complicated forms are difficult to customize

Pricing:

Salesforce Marketing Cloud has a free trial and four pricing plans:

• Growth: including custom fields, email A/B testing and lead deduplication for $1,250 per month
• Plus: including automated marketing, hottest leads identification and powerful integrations for $2,500 a month
• Advanced: including AI-powered predictive analytics and a dedicated domain for $4,000 per month
• Premium: allowing you to amplify your marketing information for $15,000 per month

Customer ratings

Capterra rated Salesforce Marketing Cloud 4.2 out of 5 based on 489 reviews.

What users like about it:

(Irina on Software Advice)

What users don't like:

(Prachi on Software Advice)

See also: 6 Salesforce Marketing Cloud Alternatives for Email Tracking and 5 Best Datorama Competitors for Email Analytics Reviewed

Criteria for selecting the best email analytics software tools

What email tracking software would be best for you? Here are a few essential criteria to consider:

1. Features: Look for an email analytics tool that offers a comprehensive set of features, including email conversion rates, open rates, click-through rates, bounce rates and A/B testing capabilities. Consider the metrics most important for your business and ensure the tool you choose can track them.
2. User interface: The tool should have a user-friendly interface that is easy to understand and navigate. It should also provide clear and concise email campaign reports that are easy to interpret and act upon.
3. Integration: Ensure that the tool can integrate not only with your email service provider (ESP) or marketing automation platform but also with a web analytics tool like Google Analytics and any other relevant tools you may use. It will ensure that you can easily import and export data between systems.
4. Price: Consider your budget when choosing an email analytics tool. Some tools are free, while others may charge a monthly or yearly fee. Ensure you select a tool that offers good value for money and fits your budget.

Best email analytics tools & software: Comparison table

We created a table comparing analytics and campaign builder/development features to help you choose the best tool for your email marketing needs.

PlatformFree trialFree planCustomer ratings on CapterraSegmentation toolsA/B testingGoogle Analytics integrationPricing per month starts atSEINōYesNoN/AYesYesYes€59 for 50,000 emailsActive CampaignYesNo4.6YesYesYes$15 for 10,000 emailsLitmusNoNo4.7NoYesNo$99 for 1,000 email previewsKlaviyoNoYes4.6YesYesYes$20 for 2,500 emailsBrazeNoNo4.5YesYesNo*N/AFunnel.ioYesNo4.8YesNoYes€108SendGridNoYes4.2YesYesYes$19.95 for 1,000 emailsAWeberNoYes4.4YesYesYes$12.5 for unlimited emailsSupermetricsYesNo4.4NoYesNo$39Salesforce Marketing CloudNoNo4.2YesYesYes$1250*Braze integrates with Google Analytics 360

Conclusion

Email analytics help you monitor how recipients engage with your emails, either favorably or unfavorably. It enables you to track particular metrics and acquire important information about the efficacy of your email campaigns while also alerting you to areas that require improvement for future optimization.

With our list of the best email tracking software in 2024, you can choose the one that best suits your needs and preferences. If you have a limited budget, choose a free email tracking tool that still provides key features for effective email analytics. If you need more advanced features, choose a premium plan for the email trackers we listed.

As an email analytics tool, SEINō offers a unique approach to analyzing your email campaigns. Its AI-powered analysis provides insights that can help you optimize your campaigns, making it easier to understand how your subscribers interact with your emails.

SEINō also offers real-time alerts, allowing you to respond to issues and opportunities as they arise. Its pricing model is flexible, with a pay-as-you-go option and a 30-day free trial. Schedule a free demo and take your email analytics to the next level!

Best email analytics tools & software: FAQ

What tools do you use to monitor email analytics? Businesses can use various email analytics tools to monitor and track email campaigns. Some popular options include SEINō, Google Analytics, Mailchimp, Litmus, Klaviyo and Braze. These tools give businesses insights into email performance metrics such as open rates, click-through rates, conversion rates and subscriber engagement.
The choice of email analytics tool ultimately depends on a business's specific needs and goals. Some companies may require a more comprehensive solution with advanced analytics and automation capabilities, while others may prefer a more straightforward, user-friendly tool. Evaluate different options and select a tool that meets your specific needs and budget.

How to do analytics on emails? To do analytics on emails, you can use email analytics tools that provide insights into email performance metrics such as open rates, click-through rates, conversion rates and subscriber engagement. Here are some steps you can take to analyze their email campaigns effectively:
1. Define goals and KPIs: You should define clear goals and key performance indicators (KPIs) to measure success before analyzing email performance. It could include open rates, click-through rates, conversion rates and revenue generated from email campaigns.
2. Choose an email analytics tool: You can choose from various email analytics tools such as Mailchimp, Litmus, Klaviyo and Google Analytics. These tools provide businesses with data and insights to track email campaign performance and optimize email marketing strategy.
3. Set up automatic performance-based notifications to monitor your campaigns: Once an email analytics tool is selected, you can set up automatic notifications to monitor email performance metrics such as open rates, click-through rates, conversion rates and subscriber engagement. This data can help you to identify which emails resonate with subscribers and which may need improvement.
4. Analyze trends and patterns: You can use email analytics tools to identify trends and patterns in email campaign performance over time so you can optimize your email marketing strategy and improve campaign results.
5. Use A/B testing: You can use A/B testing to test different email elements, such as subject lines, content and call-to-actions, to determine which elements drive the best results.
6. Continuously optimize: Using the data and insights gained from email analytics, you should constantly optimize your email marketing strategy to improve results over time. It could include:
- Testing new email elements
- Targeting different segments of subscribers
- Experimenting with varying messaging tactics

What is the best mail tracker? SEINō is an email analytics tool that provides businesses with real-time insights into their email campaigns, allowing them to track email performance, monitor subscriber engagement and identify areas for improvement in their email marketing strategy.
SEINō's powerful analytics platform offers a range of features, such as email tracking, engagement tracking and subscriber behavior tracking, which can help businesses optimize their email marketing campaigns for better results. With SEINō’s user-friendly interface, companies can easily track email opens, clicks and conversions, monitor subscriber engagement levels and identify areas for improvement in their email marketing strategy.
In addition, SEINō is highly customizable, allowing businesses to tailor their email marketing strategy to their specific needs and preferences.

Does Google have email analytics? Google offers various email-related services, such as Gmail, Google Workspace (formerly G Suite) and Google Ads, which businesses can use to send and analyze email campaigns.
Google Analytics can only track website sessions, not email events. That’s one of the primary reasons marketers use email analytics tools – they allow you to combine email and website metrics. Google also offers a service called Google Postmaster Tools, which provides insights into email deliverability metrics such as sender reputation, domain reputation and spam complaint rates. This information can help you identify issues with email deliverability and improve email performance.