Post by sumiseo558899 on Nov 3, 2024 0:47:49 GMT -5
You may hear the opinion that email newsletters have not worked for a long time and are associated with spam by default by the target audience, but this is refuted by numerous examples of working email marketing strategies.
What is email tracking and why is it important
In fact, email newsletters remain one of the main marketing tools for businesses. If a company does not use this channel of communication with clients, it loses many potential leads. And some projects stay afloat only thanks to newsletters.
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1. What is email tracking?
Email tracking is a tool that allows content writing service you to determine the effectiveness of email campaigns. Thanks to it, a specialist can evaluate the reaction of subscribers to a specific letter and the entire chain.
Imagine that you have been invited as a speaker to a specialized conference. But the audience is behind a screen. In such conditions, it is impossible to assess the audience's reaction. Most of them may be scrolling through their news feed on social networks, rather than listening to the speech.
The situation is similar with email newsletters. If you regularly send letters via a mail service and do not monitor the reaction of subscribers, this is a road to nowhere. Conversions may occur, but the efficiency of using the channel could be much higher.
Thanks to the tools of mail providers and specialized services, you can see how users react to letters. This will allow you to adjust your marketing strategy, increase the number of leads and form a sustainable trend for the growth of the share of orders through this channel.
It is important to understand that an email list is not just a sequence of characters and numbers, but potential customers who can bring money to the business. If they are interested in your products or services, all that remains is to further stimulate them.
Tracking email opens allows you to see what percentage of your email subscribers respond positively to your content. For example, if only 2% of your emails are opening, you need to make changes to your email strategy.
Tracking allows you to record not only the opening of letters, but also clicks on links and other activity. You can get this opportunity immediately after integrating the selected tool into the mailing chain.
The email channel has many advantages over other sources of leads, so it is important to pay attention to the basic setup of useful tools that allow you to improve the effectiveness of your mailings.
1.1 Benefits of tracking your emails
The main advantage of tracking is a full report on subscriber actions. You can see how many users opened the letter, when exactly they did it, and how the interaction activity changes when sending subsequent letters.
Tracking your mailings allows you to create effective templates for regular use. This is very important in the early stages of developing an email channel.
A marketer or business owner can send 3-5 welcome emails to new subscribers and see which ones are opened the most. This information can then be used to refine the marketing strategy.
The main advantages of email tracking:
Tracking important metrics. They allow you to see how loyal subscribers are to your emails. If you use this information correctly, you can increase the efficiency of working with the channel several times.
Complete history of interactions with clients. You can track how user behavior changes across individual email chains.
Save time. Tracking will help you identify the best template and use it on a regular basis.
Space for experimentation. You can test several approaches to disseminating information about promotions, new product deliveries, or price increases.
Growth of business indicators. Increased efficiency of the marketing strategy is converted into growth of conversion, average check, number of orders per customer and other metrics.
It is safe to say that without tracking the effectiveness of email newsletters, the channel will not be useful. Therefore, before you start actively working with it, you need to take care of the technical nuances.
To integrate email trackers, you don’t need to know a programming language. You just need to connect to a specialized mailing service provided by the corresponding functionality, or pay $30–50 to a freelancer who will make basic settings.
After activating tracking, you will be able to see how users react to different email topics, evaluate changes in the percentage of open emails (Open Rate), record real coverage dynamics, and other important indicators.
2. How does email tracking work?
Not all marketers and business owners take the time to learn how email tracking works. It's worth it if you don't have time and everything works fine, but for general development, knowledge won't hurt.
The core of email tracking is special tracking pixels. They are integrated into the body of the letter and help collect important information. This method is used by most popular mailing platforms.
In Gmail and Outlook email services, you can activate email opening tracking in the settings. To do this, you do not need to use external tools or spend money on subscriptions.
In addition to tracking pixels and standard mail service analysis tools, you can use Google Analytics and similar solutions. They allow you to monitor the clickability of links in the body of letters.
All tracking technologies have their advantages and disadvantages, so it is necessary to make the right choice. If you need to see whether recipients open letters, there is no point in connecting an analytics service. Basic tracking options, which are available in almost every mail program, are sufficient.
2.1. Tracking the opening
If a marketer or business owner does not understand what proportion of subscribers interact with emails, they are wasting their time. For example, if an email channel brings in 5 leads without tracking, then with its help this indicator can be increased by at least 2-3 times.
Beginners consider opening a letter a simple action that does not mean automatically following a link or performing other target tasks. But it is worth considering that the flow of spam and marketing mailings is very dense now, so reading means a lot.
Open tracking can be implemented using email services, but it is not an ideal solution when it comes to complex email marketing. It is better to use a full-fledged tracking service for such tasks.
2.2. Click Tracking
In addition to tracking email opens, there are other metrics to monitor. Focusing on just one metric will not give you a complete picture of your marketing channel's effectiveness.
Click tracking is done using special tags that are added to the URL. If there are 5-10 links in the email, you can see which ones users click on more often and make changes to your mailing strategy.
Even if the letters do not contain links to products or promotions, there will definitely be several URLs in them. This could be an assessment of the operator's work, an unsubscribe from the mailing list, or something else.
2.3. Activity tracking
Activity tracking refers to other metrics that provide additional signals about user behavior. This information can help you refine your email marketing strategy.
For example, you can see in the analytics system from which devices users interact with letters more often. If 95% use smartphones, it makes sense to focus on mobile templates.
Email tracking services are constantly improving their capabilities, so over time, users can get even more tools and increase the effectiveness of their mailings. Some trackers can track the number of file downloads and send messages when subscribers perform a certain action.