Tracking is part of email marketing

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September 18th, 2009 by Richard

Statistics released by Jupiter Research have shown that the number of emails sent out my email marketers has shown an increase of 24% since 2005. The average email marketer sends out approximately 5.2 millions emails each year. From this, it can be seen that email marketers must use specific ways to analyse the results from the enormous number of emails they send out.

There are many factors within an email marketing campaign that have to be measured and analysed. The metrics, or statistics such as click through rate, people that unsubscribe, bounce rate and opening rate have to be analysed in depth. This is a daunting task as the internet is an ever-changing marketplace. This leads to the metrics being inconsistent at times.

Tracking steps

Your tracking software must be top-notch; total reliability is a must and flexibility allows you to do multiple tracking. With the best tracking software you can customize campaigns and build your opt-in lists and track all aspects as you go along. Up-to-date analytical software allows you to see exactly where your email marketing is successful and where not.

Get on top of your game and know which statistics tell the best story, for instance click through rates are more important than opening rates. Once you know exactly where your email campaign is gaining ground and bringing your success, you have to act on that.

It is crucial that you act, for instance, if your analysis shows a growing rate of people unsubscribing. You need to track, analyse and act. That is the only way to keep your email campaign on track and be successful.

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