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Surprisingly, many of us under-utilize what may be MagnetMail's most powerful asset.
Here are just a few good reasons to track results regularly:
- Improve success by understanding your lists. The key to higher open and click-through rates is giving recipients the content they want, when they want it. Relevancy rears its head again! And, tracking is THE critical analytical tool that can help you understand the preferences and patterns of your recipients.
- Leverage comparative tracking to improve opens/click-throughs. (An ancillary point to reason #1 above). This powerful tool generates a side-by-side report comparing key metrics (opens, clicks, unsubscribes, etc.) for multiple campaigns. Use comparative tracking to test subject lines, html templates, link placement, and much more.
- Re-sending bounces. On the Overview Tracking page, click red "details" button on bounce line items. You should always resend generic soft, temporarily unavailable and mailbox full bounce types, approximately 24 hours after the original broadcast.
- Did the message launch successfully? Messages can fail at launch for a variety of reasons (e.g., mistakenly mapping the wrong field to MagnetMail's "email" field will cause all messages to bounce). A quick glance at tracking ensures messages launched successfully.
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