Success Tracking
Once you've sent out a mailing, you'll want to know how successful it's been. ListManager offers five kinds of success tracking:
1. Delivery Tracking - Who got my mailing?
2. Opens Tracking - Who opened my mailing?
3. Forwards Tracking - Who forwarded my mailing to another email address? (New in ListManager 7.5)
4. Clickthrough Tracking - Who clicked on a link from my mailing?
5. Referral Tracking - Who invited friends to join my list? How many friends actually joined?
6. Action Tracking - Who went to my Web site? What were they interested in, and what did they purchase?
Where is Tracking Enabled?
Different kinds of success tracking are enabled at different points in the process of sending a mailing:
Delivery Tracking - who received a particular mailing - is done automatically every time you send out a mailing. Nothing needs to be enabled—just send out a mailing. ListManager will record who received the mailing, and who failed to receive it. You may view the results in Reports: Mailings: Delivery Statistics.
Opens Tracking - who opened a particular mailing - can be enabled when you create a mailing.
Forwards Tracking - Forwards are automatically detected when opens tracking is enabled. To view them, go to Reports: Mailings: Tracking Statistics.
Clickthrough Tracking - who clicked on a link in a mailing - can be enabled when you create your content.
Referral Tracking - who recommended friends join my list - can be enabled when you send a message with a referral link. This link takes referrers to a web page, where they can enter the email addresses of friends who they think will be interested in your list. Those friends then receive an email message inviting them to join the list.
Action Tracking - who went to my Web site and made purchases - is enabled by adding Action Tags to your Web site. After a clickthrough, these tags can then track which pages a mailing recipient visits, how much interest they show in a particular area, and what they purchase.
How Can Tracking Increase My Mailing Success?
By tracking and recording tracking information in ListManager, you can then better target your customers in future mailings. Based on your tracking data, you may create segments of any group of members who show interest in your mailing, targeting just those who open your message, say, or those who purchased over a particular dollar amount.
Delivery tracking helps you gauge whether or not the email addresses you have are valid or not. Trying to send a mailing to a million recipients is not very impressive if only a few thousand actually received it. Since people tend to abandon email addresses or sign up bogus ones, delivery tracking helps you check the quality of your list of recipients.
Once your message has been received, you'll want to know who actually opened it. If you have a very low open rate, you can fine-tune your message to have a more appealing subject line. In addition, when opens tracking is enabled, you will automatically be able to see who forwarded your messages.
Clickthrough tracking tells you whether recipients were interested enough in the contents of your mailing to click a link and go to your Web site. Monitoring your clickthrough rates can help you see which formatting is most effective for your mailings—do you get a better response if you put a special offer at the top of your message, or at the bottom?
Referral tracking helps you to organically grow your list, and is also a sign of how interesting your recipients find your content. If your mailings' recipients find your content interesting, chances are they'll want to tell their friends about it - and that their friends will find it interesting, too.
Once you've gotten your recipients interested in your newsletter, you'll want to know how they become buying customers. Action tracking allows you to see how potential customers progress through your Web site, so you can later target those who show a certain level of interest or who have purchased particular products.
How Do I Set Up Tracking?
The following pages will help you set up these different kinds of tracking in your mailing:
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