Zrinity Email Marketing Blog

Testing is critical to any successful marketing campaign. Through the use of survey, feedback, and monitoring, testing can be an easy to execute in-house project prior to the launch of any email campaign. Determining whether or not the email campaign is working comes on the back end of testing, which leads us to tracking the results. According to a survey by Magill, “70% of respondent [companies] said they applied basic or no analysis to any of their email campaigns.” i This really is mind blowing with respect to two points: 1) there are so many options available for tracking results and 2) there is little way to determine ROI on an email campaign without the use of tracking measures.

With respect to transactional email, they are just as much a part of the customer experience (which is why we discuss branding, loyalty, etc.) as any other communication that you have with that customer, so monitoring their responses should be a company’s first priority. While many companies are still on the outset of deep-inbox monitoring, your practices can and should include delivery, deletion without opening, open rates, click-through rates, link usage, and others. And what all this measuring, monitoring and tracking will do is show your company what is working, what is not and what needs to be modified based on feedback and responses.

More Transactional Email Marketing Sources: Transactional Email Server, Full Transactional Email Marketing White Paper (PDF), Transactional Email Definition