• by Ray Schultz , June 16, 2021

Email marketing company Litmus is offering a new analytics feature that it says can provide a single view of email campaign performance and engagement. 

The new tool, the Litmus Integrated Insights Report, uses ESP integrations to combine open rate and other core metrics with Litmus engagement data. 

The goal is to help marketers “more easily personalize experiences and deliver creative touch points while raising awareness and increasing engagement,” states Erik Nierenberg, CEO of Litmus.

Contextual insights cannot be uncovered when data is siloed inside an ESP, Litmus argues. 

In addition, the Litmus Integrated Insights Report can help brands marketing across channels besides email, while improving their email design and development processes, the company adds. 

The new solution is PII-compliant, Litmus says. The company anonymizes its analytics, blocking PII and IP addresses while making geo-tracking optional, the firm claims. 

Litmus has been on an integration kick in recent months. For example, it is working HubSpot and Adobe Campaign Standard to help brands build emails. And it has integrated with SparkPost to facilitate toggle-free email creation.