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Evaluating click-through data

From: Email Marketing Basics

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.

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.

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Email Marketing Basics

25 video lessons · 20413 viewers

John Arnold
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