Email Marketing – Tracking & Statistics

To make the most of email marketing techniques, you'll need a way to monitor and compare the performance of the emails you send.

While this is not really a difficult or advanced topic, there are two important considerations before you dive into tracking and statistics data on the Transactional area of your email marketing suite.

First, tracking and statistics are only useful if you have email activity to track, so this is something to use after you have started sending email campaigns and sequences from your email marketing suite.

Second, the more data, the better. While the Transactional area of the email marketing suite attempts to show data about delivery, opens, clicks, and more for each individual email you send, this data is only as good as the systems that transmit and collect that information. Much of that is outside your control. For example, depending on the security settings users have on their email readers, some percentage of those users will receive and open your emails without any email tool being able to detect those events. This is normal. That's why it's important to consider the data collectively, rather than concentrating on events for each specific contact. The Transactional tracking and statistics data are most useful when considered as an average, some time after a given email has been sent.

There is a ‘realtime' view, but the most useful results will take some time to appear; there's always at least a little lag.

With those points in mind, let's take a tour of the Transactional menu: