| According to JupiterResearch, the average email | | | | should include all the necessary statistics outlined |
| marketer sends out 5.2 million emails a year, a 24% | | | | above, and some of the latest software now includes |
| increase since 2005. Working with so many emails, | | | | graphical summaries to make it a lot easier to pinpoint |
| how do email marketers gather any results? | | | | where your email marketing campaigns are really |
| Tracking email marketing campaigns allows email | | | | succeeding. |
| marketers to analyse statistics ('metrics') such as open | | | | 2. Learn which stats are better than others. Open |
| rates, bounces, click-throughs, forwards and | | | | rates are useful, but just because an email has been |
| unsubscribes, and gives them detailed information on | | | | opened it doesn't mean it's been read. Click-through |
| each individual recipient. But tracking email marketing | | | | rates (the number of recipients who clicked on a link in |
| campaigns isn't easy. Email metrics aren't always | | | | your email) are more telling because they indicate that |
| consistent, and the ones to rely on are changing as the | | | | your emails are successfully converting consumers |
| internet continues to evolve. | | | | into prospects. |
| Follow these 3 steps to get started on tracking email | | | | 3. Act on results. Highlighting where your campaigns |
| marketing campaigns: | | | | are succeeding is one thing, but acting on where it isn't |
| 1. Make sure you are using reputable tracking | | | | is another. It's easy to get swept up in impressive open |
| software. The best software will allow you to build | | | | rate or click-through statistics, but acting on growing |
| opt-in lists and construct and customise campaigns | | | | unsubscribes is crucial to get your campaigns back on |
| whilst tracking them all in one. Your tracking software | | | | track. |