According to OMC’s report on tracking emails in 2017 where they processed around 1.5 Billion client emails globally, shows that any personal accounts receive on an average 11 emails per day and in work accounts the number reaches to an average of 80 emails per day. We found it even more interesting, as we dived deep into their research. The study shows that around 85% of emails fall in notification or marketing/promotional categories and only 1% out of it, is not tracked. This clearly shows that 99% of such emails are tracked by the senders. Tracking emails sounds like a pretty big deal, doesn’t it?
You must be wondering why there’s so much fuss about tracking emails? And well if you already know then your thoughts must be revolving around how to go about it? Don’t worry we’ve got you covered for both of them. Stick till the end of this blog to find out why it is important to care, how it can benefit your agency/business and which are the tools that can take care of this task!
1. Can you check if you received my email?
Just after hitting the send button we often wonder is there a way to ensure that the recipients have received the email without having to call and ask them. Do you also wonder about what if it goes to their spam have they checked my email? You’ll come across many identifiers which will resolve all your queries!
2. Is that Hot Lead or Cold Lead?
Cold leads are at the very beginning of your sales funnel. With measuring and monitoring the open rate and various other parameters you can easily move to important tasks like focusing on warm and hot leads which will have higher chances of converting into a customer.
3. Is my content interesting enough?
Email tracking in today’s time gives you a wide range of parameters to figure out how the recipients engage with your emails. Closely monitoring the engagement part will allow you to identify which content is working well and making them click, engage and leading to conversions.
4. How this person came to know about your agency/business?
With new-age URLS sharing and cutting edge technology, it has become possible to identify how users ended up to your website, blog or even product page. Attaching UTM links or any other smart links with your email actions will allow you to figure out the ROI of email marketing task and if it needs any improvement.
So now you’ve taken the baby steps to understand why this tracking emails task can make life easier for you along with its plenty of benefits. Let’s understand how to go about it. What are the top metrics that will help you form strategies that give better results?
You will also get the answer to your question, “What’s in for me, really?”
Open rate is typically the percentage of emails that were opened. In simple words, if your open rate is 24% then 24 recipients out 100 are opening your emails. As much as it is an important metric it can mislead you at times. High open rate can give you joy and make you forget about other crucial parameters you should also consider.
The open rate becomes more useful when it used in a comparative manner. You can strategise better with A/B testing or periodic comparison to gather insights on what are the aspects that need work.
Click-through rate is the percentage of email recipients who interacted with link(s) you attached in the email. Commonly referred to as the very handy metric for an email marketer. Because it directly gives out the number of recipients who engaged with your email content and lead to click on something, indirectly telling you which content or parts are interesting enough to the probable customers.
It is widely used in monitoring A/B tests, as it will allow you to identify, which bulk gave you more click-through rate.
As we discussed, click-through rate gives out % of recipients who clicked on the link(s) in the email but with conversion rate, you get the percentage of recipients who clicked on the link but also completed the actions you wanted them to take.
These actions usually include filling out email address or form, purchasing a product, availing the offer, etc.
In simple terms ROI is total revenue considering the total money or resource you spent on a particular campaign. Which stands true for email tracking as well. You can calculate the overall ROI of your email marketing campaign by total sales made through that campaign minus the money invested for it.
This not only help you to figure out sales from each campaign but it will allow you to make an informed decision like which campaigns and which email lists are performing better and eventually getting you great ROI.
You must have received this emails stating “your email could not be delivered” in your inbox. With bounce rate, you don’t have to manually calculate the number of emails getting bounced due to invalid, closed or non-existing emails and even which have some other problems.
The bounce is the percentage of emails that were bounced, not delivered successfully to their inbox.
Hunters is a very simple tool to track emails you sent out. It is used globally by more than 2 Million professionals and companies including Google, IBM, Manpower, Microsoft and Adobe.
Mailchimp offers a wide range of email marketing solutions. It is not limited to tracking emails. It can allow to create, automate campaigns and generate reports to gather insights effectively. From email templates and scheduling to advanced segmentation, testing and behavioural targeting, mail-chimp is a great tool for agencies.
Now that you’ve got the fully packed piece of knowledge and handy tools to do wonders. Don’t wait for the right time. Adapt better practices to automate things and focus tasks that bring great results and ROI!
Feel like we’ve missed any amazing tool? Do share in the comments so that we can collectively help agencies across the globe to live a happier life!