Why Open Tracking is important for your Email Marketing Performance

Email Deliverability Simplified | The Blog

close up of adult man using a smartphone
close up of adult man using a smartphone

Email marketing has long been known as a cost-effective and non-intrusive way for companies and organizations to reach their goals. How successfully you’ve used email tracking to determine the extent of this marketing channel is what makes the email marketing a successful tool for achieving company goals and sync with your client’s needs. You can measure different criteria such as click-through rates, open rates, link clicks, and other relevant data with email tracking, allowing you to grow your business and meet your goals.

Let’s us look forward to email tracking in more detail to see how it can help you improve your email deliverability.

What is the definition of email open tracking?

Email monitoring is a thorough study of how often, for how long, and what actions are performed on an email sent out by your business based on location, frequency, and time. Email monitoring can help you determine the open rate, time stamp, and click-through rates on a link or attachment. It shows you the entire outlook and gives you a clear picture of how your subscribers respond once they open your email and eliminate all guesswork when it comes to planning and enhancing your email marketing strategy.

 

What methods are used to monitor emails?

Emails are tracked by embedding a pixel in the body of the message. This pixel is embedded in the email and gathers all important log data such as email opens, clicks, and the amount of time a user spends reading your email correspondence when opened.

Email monitoring software is incorporated into the platform of innovative email service providers to help you obtain additional comprehensive information about each and every campaign sending. All with a single click.

This implies that if you pick an email service provider with email tracking, you can easily take control of your email marketing strategies without having to create hyperlinks and connect them with your email settings. There are ESP with simple and free email tracking, like Gmail or Microsoft Outlook.

But let’s get down to business and talk about one of the most important methods of tracking.

 

What is Open Tracking and how it works?

Open Tracking is a tool that allows you to obtain valuable information in terms of performance and email deliverability: if your consumer has seen the message you sent them and know how they interact with the email when they open it.

There are a few things to keep in mind with this kind of tools:

  • To detect whether a message has been seen, Open Tracking employs a tracking pixel in your outgoing messages to track the event and capture the recipient interaction. This is determined by how your consumer interprets the message and the settings of their email provider. Nevertheless, tracked emails can also come with errors and get you false positives and false negatives. Certain spam filters and email servers will access the tracking pixel, reporting it as opened or read, while some email providers will not load that pixel, reporting it as unread, even though the customer has seen and opened the message.
  • Because we may reasonably presume that a reply shows that the message has been viewed, you won’t see if your customer viewed notice on prior threads after a customer has reacted to a message.
  • If you CC or BCC someone in a message to a customer, their total views of the message can also load the tracking pixel and show in the system that the customer has viewed it. In group discussions, there is no way to tell who sees or opens the message for example.

 

Why should you track emails sending?

It’s like shooting in the dark when it comes to email marketing without any real knowledge about the prior batch of messages. If you don’t track and monitor your emails, you’ll never get the necessary information to enhance the effectiveness of your email marketing campaigns. With a tracked email, you will be able to know how your contacts interacted with the content when they open it and this will help you take action on how to improve your campaign. The following are some of the numerous advantages of understanding how to track emails:

1. With open tracking time and efforts are saved.

You may create email campaigns based on prior outcomes if you have a clear picture of the user’s response first. As a result, you may avoid endless rounds of follow-up conversations, engage better and convert leads into clients in less time.

Assume you’re testing a B2C proposition or pitching potential B2B clients. Instead of going through the following round of follow-ups blindly, you may strategically adjust your offering depending on the initial reaction and save time.

2. Develop prospects with the proper mindset.

You can target the most productive parts of your email marketing campaign with thorough reports generated by email tracking. When you pitch to a potential customer, for example, you can observe how they responded to previous contact (like clicking a link to a page or CTA) and plan accordingly. This empowers you to make well-informed business decisions.

3. Make your email follow-ups more effective.

When you track your email campaigns, you can design your follow-ups to increase conversions, transactions or an specific event in your page. You can intelligently engage with the audience in the future to cater to their requirements and convert leads by looking at the tiniest event or action done since you can see the audience’s response in a granular manner.

4. Send emails at the times that your audience prefers.

When it comes to email marketing, timing is crucial, as it is with most things. You may plan the next batch of emails at a time that is most convenient for your users just by seeing when they open your email.

How might email tracking assist organizations in achieving their development objectives?

Consider the following scenario: you’re attempting to land a new customer, and the dialogue has come to a standstill after early curiosity on their part. However, if you include email tracking in your correspondence, you’ll be able to see any recent actions they make when they open your email right away.

Let’s say you get no answer after repeated follow-ups, but they open your emails and you see some activity from them on your email link or blog. In this case, you may use the response to contextualize the following round of discussion and convert the lead.

 

What are the different techniques to keep track of emails?

Tracking your email may be accomplished by either embedding a pixel in the email or using an email service provider that has built-in tracking capabilities. Choosing the latter option has several advantages because you may get far more information from a specialized email service provider than just open and click-through rates.

With the user’s consent, you may evaluate their whole profile by tracking email usage, which includes social media, purchase history, persona type, and interest levels.

 

How to make the most out of email tracking?

You can be sure to get the most out of your email marketing program by using email monitoring software or an email service provider with a built-in engagement tracking. You may do thorough testing to get crucial information and determine your audience’s purchase habit parameters with these tracking services.

You may discover out what sort of material your audience prefers to read by trying tiny elements like utilizing emoticons in the subject line on specific occasions, experimenting with call-to-action styles or inviting your clients to click a link with valuable content in a creative way. In other words, email tracking allows you to do thorough testing in order to meet business objectives on time.

For example, Tinder, a millennial app, is all about keeping up with the target audience’s communication styles. The company sends out well-timed emails with attractive offers and value-added features to consumers who have either deleted the app or didn’t get their subscription plans renewed. Tinder plans the following batch of emails by taking into consideration all of the actions made by users on the original opened emails acquired through email marketing. They eventually manages to bring users back on the app and boost the transactions of paying customers with these rounds of drip email marketing that adapt to the demand of the audience.

Start your way to a marketing campaign success

Now that you’re all caught up with the importance of email tracking, be sure to use it to ensure the success of your email campaigns. Tracking emails amongst other methods, like inbox placement and email deliverability, allows you to track your metrics and see what works and what doesn’t, helping you weed out the unsuccessful content from the one which will bring you engagement from your target audience.

Want to see how the MailMonitor’s open tracking tool can help your business master the engagement monitoring, email deliverability and strengthen your overall email marketing strategy?  Contact us and request a demo!