Using a reliable email tracking programme is invaluable for your email marketing campaign.It will enable you to follow your readers’ actions and from these actions, allowing you to develop ways to improve the effectiveness of your email campaign and website.

A good email tracking programme will allow you to monitor your audience’s recations to your email campaigns. Your email tracking should enable you to to find out: how many users have subscribed/unsubscribed, open rates – that’s how many people have opened your email, and click through rates (CTRs) – how many people followed a link in your email. You are also able to check how many of your emails have bounced; these are emails which the recipient does not receive; perhaps due to a disused email address.

You can track open rates if your emails are sent in HTML format, but not plain text. Some recipients may just prefer to recieve plain text emails so you will be unable to track these, but click through rates may still be monitored.

Another important element of tracking is conversion; from conversion tracking you’ll be able to monitor which email subscribers made a purchased or completed another objective of your website, and what they originally responded to. Did they follow a link to an offer or blog post, for example? Perhaps If a blog post was popular for subscribers, try posting something similar and see if receives the same reaction. On the other hand, if a particular content piece cost you subscribers you’d know to avoid that subject next time.! Conversion tracking will allow you to discover which particular subject lines were most appealing and which links achieved most CTRs. From analysing all of these results, you can improve your email hugely.

When evaluating your results, it is important to keep track of negative actions, this way you can improve your site. For example, your results will show the amount of subscribers and the amount of unsubscribers – focus on the unsubscribers and find out why they decided to stop receiving your emails. Ask yourself how many people unsubscribed, and are there any correlations? Finding patterns and reasons for readers’ actions is the key to improving your next email.

Return of Investment (ROI) is important to work out, even if you aren’t selling anything! ROI simplified: working out what you want your readers to do (buy something, order something) and how much it is worth to you. In other words, how many recipients are converting through your emails and is it worth what you are spending on your email campaign? You could be recieving very high click thorugh rates, but it doesn’t necessarily mean you are generating sales, and that should be the purpose of your email! Unless, of course, your aim isn’t to sell but to just retain readers – in which case your ROI will be time investment. Your emails should leave the reader wanting to subscribe to find out more – with low subscriptions comes low ROI.. Whereas if you are spending a lot of time on your email campaign and keeping readers or even gaining new ones your ROI will be high and successful. It is up to you to decide your return of investment and whether it is worth your time.

All of the results from email tracking are vital in improving your next email – getting it right will take time and it’s a huge learning process. You can’t be expected to produce brilliant results straight away but if you listen to your readers’ feedback, you can only improve from it.

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