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Five Ways to Optimize Email Campaigns for Better Link Reports

December 22, 2010  

Reporting on click-throughs is an important way of determining how engaged your audience is, notes Andy Shore in an article at MarketingProfs. However, "a lot of email marketers throw around words and phrases such as 'Google Analytics,' 'tracking,' and 'metrics' without really knowing how to translate link reports into successful email-marketing campaigns," he says.

So to help marketers ensure they are gathering clean, insightful data they can actually use, Shore offers recommendations like these:

Cut back on the number of images in your emails. When you load messages down with lots of images, he reasons, you increase the chances that a subscriber will click over to the Web version—where your email analytics can no longer track their movements.


Eliminate nonessential links. It's one thing to give subscribers easy access to additional resources; it's another to overwhelm them with links to more information. "Instead of cramming 50 links in your newsletter," he advises, "put in five focused ones."

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Comments

  • by Rolv Wed Dec 22, 2010 via web

    Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?

    You have a website.
    You send emails.

    Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?

    No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.

    WrapMail offers a solution that is server-based (i.e. compatible with all email clients), has a complete back-office with a WrapMaker, click tracking etc and it is FREE!

    WrapMails arrive without the RED X so all images display without clicking!


  • by Jeff Wed Dec 22, 2010 via web

    All good points, except for the Web version of an email. Unless you are using an archaic ESP, all interactions with the Web version should still be trackable.

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