Acquiring new business is a critical function of web analytics and tracking, but equally important is maintaining existing customers and growing their lifetime value. Integral to that is measuring and drawing insights from how they interact with your corporate website, and then intelligently using this information in email marketing campaigns.

This recent article from illustrates this relationship perfectly. The first point brought up? Rethink relevancy. While it’s possible to determine what is relevant to your subscribers and customers simply by monitoring their email open history, it’s much easier to understand what your customers consider relevant (and more importantly, irrelevant) by monitoring how they interact with your website and then using that information to build better email campaigns.