• by Jess Nelson , July 19, 2017

Campaign Monitor announced the release of Insights on Wednesday, a new analytics platform that tracks the success of email campaigns, segments, and aggregate marketing performance.

Insights adds a new interactive analytics dashboard to Campaign Monitor’s email marketing software.

The company offered email reporting and campaign-based reporting before, said Andrea Wildt, chief marketing officer, Campaign Monitor, but this is an entirely new portal that she says "will help marketers better understand consumer behavior and help their drive toward personalization.”

Campaign Monitor’s analytics suite has three main elements: aggregate reporting, subscriber health, and engagement trends. Every solution is available out of the box and is generally available today at no additional cost to Campaign Monitor customers.

Insights’ reporting feature helps email marketers benchmark their performance so they can adapt their strategy if necessary. Marketers can review the overall email program or compare how a single campaign performs against the aggregate. The subscriber health tool provides an analysis of how engaged an audience is, while the engagement trends feature helps marketers understand where, why and how subscribers are engaging with their marketing material. 

Campaign Monitor worked with twenty customers during the product development process to create a tool that could provide an impact for a small to medium-sized business without the price pain points of larger marketing cloud vendors.

Wildt envisions Insights as a tool to help marketers better understand their overall strategy, and guide them toward decisions that can impact their business. In the past, she says, marketers often only analyzed how one campaign performed and did not think holistically as email as a channel.

“The impetus for insights was building a solution and analytics suite that allows marketers to use data and find meaningful results,” she says.