email tracking

Email Tracking: Why It’s Important to Your Business

Perhaps you’ve heard of email tracking, or are familiar with the idea of tracking clicks or opens but haven’t looked much further into how it works. But does email tracking really matter to your business? In short, yes, it really does.

Let’s get straight to the point: email tracking is nothing new and certainly not going anywhere. It won’t surprise you to know the emails you receive from that big box store or the newsletters you subscribe to are being tracked.

According to OMC, an email intelligence company, 99% of bulk emails (like newsletters) are tracked. Why? It’s because email tracking helps businesses learn what content elicits a response from their customers, gathering data like clicks, time spent on a website, or whether you buy something after opening that newsletter.

The importance of email tracking is in the data it yields. That data helps you answer questions like the following:

1. Did you get my email?

With email tracking, never ask this question again! Using email tracking, the sender can see who opened their emails and when. Over time, you will learn who are the most active on your email list and what content fuels increased engagement.

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2. Is this lead hot or not?

When you are pressed for time (so, every day as a business owner), you need to focus your time wisely, and reaching out to only the most qualified and interested leads or customers is one way do so. If you have a recipient that’s opened your email 5 times since yesterday or has clicked a download link multiple times, it’s time to give that person a call and see if they are ready to move to the next stage of the sales cycle.

3. Who sent you?

Referrals are a huge part of successful businesses. Having current and past clients vouch for you helps pull you through a time-consuming process for potential clients: research. For many consumers, they spend a significant amount of time crowdsourcing, researching, and comparing all the information they have before making a decision. A referral can play a huge part in your success by giving a buyer extra confidence to reach out sooner than later.

4. Did I say something?

You can’t please everyone all of the time. That’s true with email marketing as well. Unsubscribes happen, but what’s important is what you do afterward. If you notice a spike in unsubscribes after an email goes out, take a closer look at it. Did you miss a broken link, or was some content that was a bit out of the box? Maybe it’s something else entirely. Either way, use unsubscribes to learn more about what your audience does not want to see.

5. Is this content interesting?

Engagement in every email matters, but so does engagement over time. Take advantage of the metrics provided by email tracking and look at the way your audience interacts with your content. It’s easy to look at one newsletter that you feel underperforms and make a decision, but it’s important to also look at the long-term performance as well.

Bonus: Email tracking infographic!

Check out this excellent infographic from Campaign Monitor about the 10 metrics all email marketers should track.

email tracking

If you’re ready to see more from your email marketing efforts, OutboundEngine can help. Try a free demo and see how marketing automation can free up the time you’re spending writing and sending emails.


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Taylor Wright

Taylor is the Content Marketing Manager at OutboundEngine. She's passionate about helping businesses succeed through finding the right words and creating positive client experiences.