Tracking marketing emails

When using email feeds (email campaigns and newsletters), it is important to determine their overall effectiveness and optimize the individual marketing emails according to the results. You can achieve this by tracking the sent emails and monitoring the reactions of recipients.

You can use two types of tracking for marketing emails.

• Tracking opened emails – keeps statistics about the number of emails that recipients actually open.
• Tracking clicked links – monitors the number of clicks that recipients perform on hyperlinks placed in the content of marketing emails.

First, ask your administrators (and developers) to enable marketing email tracking.

Individual email feeds have tracking enabled by default. You can check the configuration of individual email feeds:

1. Open the Email marketing application on the Email feeds tab.
2. Edit () an email campaign or a newsletter.
3. Switch to the Configuration tab.
4. Make sure that Track opened emails and Track clicked links are enabled.
5. Click Save.

Logging marketing email actions as activities

If you want the actions related to a specific email feed to be logged as on-line marketing activities, enable the Log on‑line marketing activities property on the Configuration tab of individual email feeds.

Email marketing activities include the following types of activities:

• Subscription to a newsletter
• Unsubscription from an email feed
• Opt out from all marketing emails
• Email opening
• Clicked link in a marketing email

Tracking the email open rate

This type of tracking allows you to monitor how many marketing emails are actually opened by recipients. Open rate can be an important metric for monitoring the success of email feeds.

The system tracks the open rate by embedding a small, invisible pixel image into the content of emails. When this image is requested from the server for the first time, the system marks the email as received and opened for the given recipient.

• Emails are only counted as opened if the email client of the recipient allows the loading of images. As a result, the indicated number of opened emails may be slightly lower than the actual amount.
• If the recipient clicks on a link contained in the email and Track clicked links is enabled for the email feed, the system recognizes the email as opened even if images are blocked.

Viewing open rate statistics

To view the statistics of marketing emails, edit an email feed on the Emails tab. You can find basic email statistics directly on this tab. Both percentage and absolute values are available for the email Opens, Clicks, and Unsubscriptions.

To see more detailed statistics of a specific email, edit () an email and navigate to the Reports -> Overview tab. On the Overview tab, you can see the summary of all email statistics. Regarding opened emails, you can find:

• Unique opens – shows how many different recipients opened the email.
• Unique open rate – displays the unique opens as a percentage. Calculated as the number of unique opened emails from delivered emails (i.e., sent emails without bounced emails), when bounced emails are monitored, or from sent emails, when bounced emails are not monitored.

To go through a list of all recipients who opened the email, switch to the Reports -> Opens tab. You can filter the recipients according to their email address or the time interval during which they opened the email.

Tracking clicked links

You can measure the effectiveness of marketing emails based on their click rate. The system tracks which links in marketing emails are clicked by the recipients and how many times.

If you enable link tracking for an email feed, all links in the marketing emails are converted to tracking links when sent out. This applies to both email campaigns and newsletters. When a recipient clicks a tracking link, the system stores a record of the event.

To view the link statistics of emails, edit an email feed on the Emails tab. You can find the percentage of the clicked emails in the Click rate column, as well as the absolute number of the unique clicks in the Clicks column.

To see more detailed statistics of a specific email, edit () an email and navigate to the Reports -> Overview tab. On the Overview tab, you can see the summary of all email statistics.

You can find the following statistics regarding clicked links in the Engagement section:

• Total clicks – indicates how many times links in the email were clicked, including multiple clicks from the same recipient.
• Unique clicks – shows how many different recipients clicked on at least one link in the email.
• Unique click rate – displays the click rate of the link as a percentage. Calculated as the number of unique clicks from delivered emails (i.e., sent emails without bounced emails), when bounced emails are monitored, or from sent emails, when bounced emails are not monitored.

The Most clicks section displays statistics for individual links.

When you want to go through all links that have been clicked, switch to the Reports -> Clicks tab. You can filter the links according to their target or their description (label).

You can also ask your administrator to help you exclude links from tracking.