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Email links that drive traffic to a website can be tracked electronically, but non-click responses have to be tracked with a little human interaction and creativity. Here are some common non-click responses that are worth tracking. First, it's a good idea to track in- store purchases resulting from your emails if you have a physical store. To track in-store purchases, you can ask people to show your email either by printing it out or showing it on a mobile device screen. You can also track in-store purchases by including a special promotion that isn't advertised anywhere except your emails.
That way, when someone asks for the special promotion, you know the only way they found out about it was through one of your emails. Including a special promotion also works well if you want to track phone calls generated from your emails, because you can attribute any callers who mentioned a special offer to your emails. You can take that concept one step further by including a unique phone number in your emails, so that anyone who calls the number is identified as someone who received an email. Another non-click response worth tracking is event attendance. Of course you can track event registrations electronically, but sometimes it's good to know how many reminder and invitation emails contributed to increasing actual physical attendance, especially if your events are free.
In the case of events, you can use your emails as tickets, and you can ask people to show or print the emails for admission. Or you can include offers in your reminder emails that people can show or mention at the door. If the fact that tracking non-click responses require some manual intervention has you worried about spending too much time, don't worry. The next section of the course shows you how to automate the most mundane components of your email marketing program, so you have more time to keep track of all those happy customer interactions.
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