Benefit your business by becoming a virtual sleuth using email tracking metrics. Email tracking identifies which recipients choose to access your emails and click on the attached links.  Discovering these details is a clever way to help build positive client relationships and boost future sales. These tracking tools can also help to prevent unnecessary inbox spamming. Read on to examine all the facets of this monitoring technology.

The Nitty Gritty – Understanding the Metrics

Dual key metrics are used for email tracking, viz., open rate and CTR (click-through rate).  

The Open Rate is an approximation indicating the percentage of your recipients choosing to open your emails. A 29% open rate is viewed as good. The Click-through Rate is more formulaic, measuring the total amount of clicks performed in an email divided by the total number of emails received. For example, if a recipient clicks on a ‘learn more’ link will increase the click-through rate. A good CTR is 5%+.

It’s important to combine these rates to obtain a balanced perspective of your email tracking. If your open rates are low, this should prompt you to make your emails more appealing to the recipient. Altering the content of the subject box and the dispatch time can help to boost the open rates. Although it’s rare for CTR to be very high, a CTR below 5% could indicate poor link quality or incorrect positioning in the email. 

Enabling email tracking is usually a simple process. Most email tracking tools are compatible with popular email services such as Microsoft Outlook and Gmail. These email servers include a tracking setting that simply needs to be enabled. 

The Pre-Guide – Ensuring Optimal Email Tracking

Scroll down to find out what measures should be implemented before using email tracking for your business.

All the relevant employees in your business need to have a sound understanding of email tracking. If this hasn’t been discussed yet, have a meeting to formulate the necessary guidelines to ensure everyone’s on the same page. 

Your business’s privacy policy must acknowledge the use of email tracking. New clients need to be informed when signing up as email recipients. Maintaining open and honest communication from the beginning is an effective way of building a positive relationship with your client. 

Your business’ guidelines should also detail how often emails should be sent. Clients don’t want to be overloaded with emails, especially if the content lacks substance. Implementing a delay of a specific number of days before a follow-up email is sent could help to prevent spamming a client’s inbox. Only send emails to recipients who have approved this form of communication. 

Your analytics dashboard will provide you will all your email tracking information. A notification alert can be set to inform you when the CTR or open rates reach a certain level. This data will help you to plan your next course of action, such as implementing automatic follow-up emails. 

The above-mentioned guidelines will differ according to the needs of the business and its clients.

The Trio of Business Benefits

Email tracking will offer multiple benefits for your business. Read on for more information.

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Expanding your client list

Business growth is often a result of building positive client relationships. Email tracking can help you become more personable with clients by providing vital information, including what they view as appealing content and what they dislike. This information can shine a light on the type of content that should be included in subsequent emails. 

Assessing your employees

Email tracking can highlight the efficiency of your employees, particularly the sales team. The information provided through tracking can show the effectiveness of their communication with clients. This assessment can help team members improve future dealings with potential clientele.

Business Administration

Email tracking can streamline the organizational aspects of your business. Implementing alert notifications to submit follow-up emails to clients can help maintain effective communication between parties. The tracking data can positively align your business’s long-term and short-term goals.

Conclusion

Email tracking can easily prove its value for any business, providing valuable data that can help personalize client relationships, eliminate unnecessary communication, and potentially boost your clientele and sales figures.