Email marketing is a powerful tool that enables marketers to track and trace almost every interaction of the prospect. But whether you like it or not, there are still some things that can not be measured properly. Although some reporting figures are sometimes presented as being accurate, the truth is that they are just a rough estimate of what is really happening. This article will help you get a better insight in these email marketing reporting techniques.
The viral effect reporting
Motivated by specific marketing actions or tickled by the interesting nature of an email campaign, people are often prepared to forward the email to the mailbox of new prospects. This is what we call the viral effect. Being able to measure it would be fantastic – just imagine how great it would be if you’d know how many times your email was forwarded by your contacts GoDaddy email login. And to which new specific prospects…
But only if you do it like this: just ask your contact to forward your email through a viral module. By using this technique, the email address of the sender will be logged, as well as the email address of the new receiver. This type of reporting will give you a precise view on the viral effect of your email campaign, telling you exactly which of your contacts forwarded the email to a new prospect. But be sure to handle the information you get from this reporting with care. Although you are in possession of the new prospect’s email address, you are not legally authorised to use it without prior consent from this new contact.
When measuring the opened ratio of email marketing campaigns, it is possible to track the number of times an html email message was opened by a specific email address. This technique makes it possible to define the number of opened messages and the number of unique openers. When tracing the different type of IP’s used by one e-mail address to open the same email message, you could conclude that the email was forwarded to a new contact. An IP address is normally related to one email address, so you would think that different IPs per email address are new users, thus forwarded messages. Wrong!
Some Internet Service Providers use one IP address for different internet connections. That’s why it could be perfectly possible that you have the same IP address as your neighbour. Same goes for companies: they often work with one IP address for the entire organisation, making it impossible to trace forwarded messages within a company based on the IP address.