The use of email tracking software is essential for targeted email campaigns because the software reports to the marketing team what is actually going on when the recipient gets the email message. But in order for email tracking software to be effective, it must contain certain features that make it possible to collect data on essential email marketing statistics.
Features Your Email Tracking Software Should Have
From a minimum standpoint, any email tracking software used for marketing purposes should be able to give data on:
· The time and date your recipient has opened your message
· The number of times your email has been read
· Amount of time your recipient spent reading the message
Of course, for real data driven results your email tracking software should also be able to tell you:
· Your recipient's location
· Your recipient's IP address
· If any links embedded in your email have been clicked
· The number of times your message has been forwarded
What to Do With the Data
Of course, email marketing statistics useless if they are not used properly. One feature that helps you compare data is split reporting. Unfortunately the ability to produce a side by side comparison is not standard with many software packages.