Just using campaign IDs is not really analytics but rather extended tracking. The limitation of e-mail platforms' internal databases is holding marketers back. E-mail platforms are designed to be transactional in nature and do not lend themselves to crunching and understanding large amounts of data.
To maximize e-mail's full potential, organizations should incorporate database analytics capabilities in addition to Web analytics or a raw online feed into a traditional e-mail tool. Employing database analytics can help a company derive an understanding of its customer and subsequently use that information to drive personalized direct marketing messages.
Bob Hale is VP-business development at Alterian Inc. (www.alterian.com), an integrated marketing software provider.