You Sent It; What Was the Result?

After a campaign goes out, the most common question is who was actually interested. Knowing whether people who did not reply read the message or clicked a link makes it easier to decide the next step. That is why email marketing has two basic measurements: opens and clicks.

How Are Opens Measured? What Are the Limits?

An open is counted when a tiny invisible image placed in the message is loaded. This is an approximation: some mail programs block images by default, while others preload them and can register an open even when the message was never opened. Read the open count therefore as a sign of trend, not an exact figure. It helps when comparing two subject lines, but is inadequate for judging individuals.

Clicks Are a Stronger Signal

A click shows that a link in the message was actually pressed and is a deliberate action by the person. Which link was clicked also says something about interest: someone who clicks the pricing page is not in the same place as someone who clicks a general introduction. It also matters that links are signed, so nobody outside can fake clicks and the measurement stays reliable.

Numbers Alone Do Not Decide

  • Percentages mislead on small lists. Two clicks on a list of fifty is four percent; accumulate a few sends before calling it a trend.
  • Security software scans links. Corporate mail systems sometimes follow incoming links on their own and can create false clicks.
  • Compare under the same conditions. Change one thing, such as the subject line, send time or content, and watch the result.

Joining Measurement with the Contact Card

Measurement is only useful once tied to a person. On a contact card we want to see: which campaigns were sent, which were opened, which links were clicked, when and what was last discussed with this person, and when the next call is planned. If this is scattered across a spreadsheet it is hard to use during the day.

What Does “Mini CRM” Mean?

Instead of setting up a large CRM, a lean structure that suits small teams: a contact card, notes, a status label (for example hot, cold, quote sent) and a reminder date. The goal is to call the person who showed interest after a campaign without forgetting.

How This Comes Together in UlakPost

In UlakPost the open and click results of every send are written to the contact card, which also holds notes, status and reminder. After a campaign, the answer to “who do I call?” is ready on one screen. The tracking service needed for measurement runs on your own domain, while your contact list stays on your computer.

You can learn more about UlakPost and look at our digital marketing work.

Related reading: Bulk Email Software Prices