Email tracking for business

In business, every effort is aimed at achieving a specific result. Marketers can't improve their strategy if they don't know how it works. Business owners can't plan for scaling without understanding their audience and traffic channels.

If you use email newsletters or send emails to customers only occasionally, email tracking can help you analyze their effectiveness.

In this article we will tell you what this technology is, who needs it and why.

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What is email tracking?

Email tracking is a technology for tracking the "fate" of email messages sent to customers via bulk mailings or individual emails.

When an email arrives at the email address, the user:

• can open the letter, read it and follow the link contained in the text;
• or maybe just delete this email without even knowing what was in the message.

An email tracking service helps you track these actions, analyze them, and use the information you receive to make informed business decisions.

What can be tracked using email tracking?

Most email tracking tools collect data such as email open rates, time and location of interactions, clicks on links, attachments, and more.

In particular, such a statistics collection system provides information on:

• was the email delivered;
• when and where the recipient accessed the email;
• did he open it;
• did you click on any link posted in the message;
• did you review the cover letter or proposal you submitted;
• did he answer your email?
• have you unsubscribed from the newsletter?
• whether the letter was marked as spam, etc.

How does email tracking work?

Email tracking is a digital marketing tool that is constantly evolving. As we know, the software market is rapidly developing email tracking technologies. But regardless of the mechanism used, the general principles of email tracking remain the same.

Open email tracking

To track the number of times an email is opened, email tracking services use what is calledtracking pixel.

• The system adds a very small, invisible to the human eye, 1 pixel wide and 1 pixel high image (usually at the bottom of the page). These images are usually transparent and presented as .gif or .png files.
• Once the recipient opens the message, their ISP queries the server to retrieve the image.
• This request means that the user has viewed the email and is registered as viewing.

While email tracking pixels go unnoticed by most people, many companies use them to measure user engagement for advertising and marketing campaigns.

Click tracking

To register a link click, each link in the email is converted into one that first leads to the email system and then redirects to the actual link. This allows click tracking.

Unsubscribe tracking

When a user unsubscribes from a newsletter, they also click a link. Therefore, unsubscribe tracking uses the same technology as email click tracking. The only difference is that the system "knows" that this is an unsubscribe link.

Tracking responses

Implementation can vary across different email systems. The most popular methods include using an open tracking pixel and comparing email subject lines.

How email tracking is useful for sellers and marketers

Email tracking — Email tracking technology provides you with valuable insights into your interactions with contacts, networks, customers, and prospects.

This knowledge can be used to improve your reach, maintaining the unique relationships your recipients have established with you. Analyzing gjk data helps you build a more effective marketing strategy.

Email tracking will help you understand what types of content, topics, and attachments most interest your target audience, allowing you to draw conclusions about your email campaign's effectiveness and identify ways to improve your next email campaign.

You'll know not only whether your email was opened, but also how many times the recipient did so. If a user repeatedly returns to your email, they're likely interested in your offer, which makes sense. It might make sense to create a separate newsletter for this user (or category of users).

Therefore, instead of sending emails into the void, you can consciously manage your mailings and develop business solutions based on the real needs of your target audience.

Email tracking services

There are various (free and paid) email tracking tools available, including extensions and standalone programs (e.g., HubSpot, Intelliverse email tracker, etc.).

Additionally, most CRM systems offer a wide range of features, including free bulk emails via Gmail and email tracking.

There are also built-in email tracking services in Gmail (for example, Mailtrack for Gmail, Streak) - statistics are displayed in the email interface next to the sent message.

If you don't plan to set up end-to-end analytics, you can opt for simple and inexpensive CRM products with a sufficient feature set to handle your current business needs.

You can also track email statistics through Google Analytics, including comparing email traffic metrics with other emails.

Conclusion

Email tracking is effectivemarketing toolto collect statistical data that helps develop personalized offers for interested users, and therefore increase conversions.

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