Tweet

You send out an e-mail and check your e-mail service analytics.

“Did all of these people really open this e-mail?”

“Why are the same users clicking on the same links so many times?”

It’s not easy to determine the real results of your e-mail marketing efforts when you’re reviewing in programs like Mailchimp or Constant Contact. How do marketers know if a human user is really opening or clicking within e-mails in order to report back accurate rates and make good decisions going forward?

Bryan DeLuca provides some tips for decoding your e-mail stats in the video below.

There are some instances where you’ll know, with near certainty, that a non-human wasn’t opening or clicking an e-mail.

For example, some e-mail providers allow you to see if a user clicked within an email before they opened it. It would be safe to say that a link checker was at work in this case. Another example: if every link is clicked in an e-mail by the same user, probably a bot.

Don’t weed out the instances where a real human is clicking a few articles or links but make judgment calls when it’s excessive.

Be cautious of some factors in order to lower your chances of encountering these fake humans.

• Make sure you have a clean mailing list.
• Type of content.
• How many links are in the e-mail.

Tweet