Email tracking – which solution is rated best?

Chris Ward
Editor
MyCustomer
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G2 Crowd, a review and ranking site for marketing and CRM tools, has released its latest Grid report into email tracking solutions.   

Based on 640 reviews written by business users and marketing professionals, and covering solutions that specifically offer advanced reporting and analytics to track email opens, link clicks, and downloads, the report found Yesware and ToutApp as the leading providers in the industry.

The Grid factors in customer satisfaction levels reported by users, along with vendor market presence determined from social and public data.

Despite there being a plethora of email tracking tools built into email marketing solutions such as Constant Contact and MailChimp, the report solely focuses on the solutions designed purely for analysis.

The main differentiator for those solutions is their ability to offer real-time analysis of specific email addresses interacting with emails.

Of the 20 software vendors listed in G2 Crowd’s email tracking software category, the ranked products each received 10 or more reviews to qualify for inclusion on the Grid.

Across all email tracking tools, reviewers reported the product they use meets their requirements at an average rate of 86%, and on average reviewers said they were 86% likely to recommend the product they use.

While Yesware and ToutApp are ranked as leaders in the field, SalesLoft and Cirrus Insight were ranked as ‘high performers’ and Sidekick by Hubspot, Insidesales.com and VipeCloud as ‘niche’.

G2 director of content and research Ben Legman told VentureBeat’s Barry Levine that tracking tools were used most commonly by sales professionals, and that bugs still remain hampering wider-spread use:

“Reviewers noted common tracking limitations such as tools not working for certain email providers, [or] requiring an additional action after the open to be recorded [as] an open,” such as allowing images in the email to be shown first.

He added that tracking “was commonly mentioned as an issue across all products in the category,” although the inaccuracies differed depending on the provider.

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