Email Marketing Basics
Illustration by Richard Downs

Email Marketing Basics

with John Arnold

Video: Evaluating click-through data

Email marketing doesn't end when your email gets delivered. In fact, that's when things really start to get interesting. In this section of the course I explain how to know who is opening and clicking on your emails and how to use the data to improve your email marketing results. Email tracking requires some serious HTML programming, or you can just use an email marketing provider with built-in tracking and reporting to show you who is opening and clicking on your emails. Once you have tracking capabilities in your emails, you need to understand what it means when your reports show opens and clicks.

Start your free trial now, and begin learning software, business and creative skills—anytime, anywhere—with video instruction from recognized industry experts.

Start Your Free Trial Now
please wait ...
Watch the Online Video Course Email Marketing Basics
56m 57s Appropriate for all Nov 15, 2011 Updated Nov 12, 2012

Viewers: in countries Watching now:

Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Topics include:
  • Building an email list
  • Collecting email addresses
  • Offering incentives to increase signups
  • Deciding on a format for emails
  • Including links
  • Sending valuable offers
  • Creating effective From address and subject lines
  • Combing email with social media and mobile devices
  • Managing bounced and blocked email
  • Evaluating email click-through data
  • Automating email marketing
Subject:
Marketing
Author:
John Arnold

Evaluating click-through data

Email marketing doesn't end when your email gets delivered. In fact, that's when things really start to get interesting. In this section of the course I explain how to know who is opening and clicking on your emails and how to use the data to improve your email marketing results. Email tracking requires some serious HTML programming, or you can just use an email marketing provider with built-in tracking and reporting to show you who is opening and clicking on your emails. Once you have tracking capabilities in your emails, you need to understand what it means when your reports show opens and clicks.

An opened email, according to an email tracking report, means that the person who received the email enabled the images in the email to display or clicked a link in the email. No images? No open counted on the tracking report. This is important to understand, because a lot of people read emails without enabling the images or clicking on any links. Use your open right as a guide to see how many people were interested enough in a particular email to enable the images or click a link, and then assume the people who are not listed in your open report noticed your email and just chose to scan the email content without clicking or enabling any images.

When it comes to your click report, things are a lot more straightforward. Your click report shows who clicked on which links and how many people clicked on each link. Your click report gives you two great insights. First, clicks are indications of interest on the part of your email subscribers. For example, if 20 people click on a link to watch a video about dogs and 20 people click a link to watch a video about cats, you can determine which people are interested in dogs and which are interested in cats.

That way the next series of emails you send can be customized for either the dog people or the cat people. Second, your click report also tells you whether your email content is valuable and interesting to your readers. When people click to view a web site, read an article, watch a video, or download a picture, they are engaging and that helps them to remember your business and your message when they're ready to buy. For this reason, it's a good idea to leave some of your email content out of your email and link it instead.

That way you can tell who is interested and who is not. When analyzing your click reports, it's also a good idea to compare your email data with your website visitor data. If your email drives a lot of traffic to your website but nobody takes any action from there, it's an indication that your website content or your user experience may be in need of attention. Of course clicks and opens aren't the only email actions worth tracking. It's also possible to track non- click responses, and I'll cover those in the next movie.

Find answers to the most frequently asked questions about Email Marketing Basics .


Expand all | Collapse all
please wait ...
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Email Marketing Basics.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your lynda.com subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.