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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 6: Tracking Your E-Mail Campaign Results

In This Chapter

check.png Navigating e-mail tracking reports

check.png Understanding e-mail statistics

check.png Tracking other responses

One of the most practical and valuable features of using e-mail to market your business is using e-mail tracking reports to find out what your audience is doing with your e-mails after you send them.

Most E-Mail Marketing Providers (EMPs) can track your e-mails and allow you to view the results in an e-mail tracking report. In this chapter, you find out how to make sense of the data in an e-mail tracking report as well as discover other creative ways to track responses not captured in a tracking report.

Understanding Basic E-Mail Tracking Data

You have to be an advanced HTML and database programmer to track e-mails on your own; using an EMP makes the task much easier. EMPs automatically add special tracking code to the links you include in your e-mails. The tracking code is unique to each individual on your e-mail list and is also tied to each e-mail campaign. EMPs also have programs that automatically read the code from other e-mail servers when they return undeliverable e-mail so that you don’t have to do the hard work to ...

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