One of the great features of retail email marketing is that it is
measurable. Unlike traditional advertising methods such as newspaper or
radio advertising, email marketing lets you know exactly how many
customers have accessed your message. You'll also know how many clicked
on your web page or other links.
And because most email marketing campaigns include special in-store
offers, you can track the bottom line effectiveness of your campaigns
simply by totally the number of customer visits and sales generated by
your campaign.
1. Open – We track an email open based on whether or not an invisible
tracking image within the email was loaded by the recipient. Since many
email browsers turn images off by default (requiring end users to click
a link to view images in the email they receive), only those people
interested enough in the email to turn the images on - or those people
who do not have this restriction on their own inbox – will be reported
as an open if they open the email. The need for an image also means that
opens for plain text emails cannot be tracked.
If someone opens an email more than once, we’ll still only count it as a
single open.
2. Clicks – The total number of clicks displayed in the report quite
simply shows exactly how many times each link within the email has been
clicked. Even if one person clicks a single link several times, each of
those clicks will be counted individually (the opposite of how opens are
treated).
3. Bounces – If an address bounces, it means the email could not be
delivered to that address. Bounces are broken down into two categories:
-- Hard Bounces – Bounces that very clearly state the email could not be
delivered (i.e. “user unknown”, “no user mailbox here”, etc). We mark
these as bounced within the account immediately.
-- Soft Bounces – Bounces that are caused by an apparent temporary
error. We try to deliver these for three days - if the message still
can’t be delivered after this period then we mark the email address as
bounced.
4. Non-Responder – A non-responder is an address that cannot be placed
into any of the above categories.
5. Overall Performance – View the totals and percentages for Opens,
Clicks, Bounces and Unsubscribes, as well as Forwards, Conversions,
Sales and Non-Responders.
6. Top Performing Lists – If your campaign is made up of multiple
mailing lists you can view the response rates for each individual list
to see how they performed. Use this information to run targeted
follow-up emails.
7. Top Performing Links – Quickly see the top 5 most clicked links for
your email. Then dive into the Detailed Reporting for more
thorough click through stats.
8. Recent Email Comparisons – Quickly and easily compare the performance
of your email to other recently sent campaigns. Identify noteworthy
trends in your campaigns and then make changes to increase your response
rates.
9. Click-Through Performance – View the total number of clicks and
click-through percentage for all links within your email. You can also
filter this data to display HTML, Text and total clicks vs. unique
clicks. It’s easy to see which links are working for you.
10. Compare Campaigns – You will see for the five most recent campaigns
summary totals for Opens, Clicks, Bounces and Unsubscribes.
