E-mail Tracking

Harland E-mail features strong tracking capabilities to provide information on how the individuals who received an e-mail responded.

After every e-mail deployment, we deliver an Executive Mailing Report. The Executive Mailing Report recaps the mailing and details the following elements:

The total number of e-mails mailed.

The total number of e-mails delivered.

The total number that were undelivered.

The total number of “failed to deliver.” These are “hard bounces,” which means the e-mail address is bad and cannot be successfully delivered.

The total number of “bounced” e-mails. These are “soft bounces,’’ which indicates that a condition existed that prohibited delivery, such as a full inbox.

The total number of “opens.”

The total number of “clicks.”

The total number of opt-outs.

The total number of replies.

The total number of clicks on each link that was in the e-mail.

The report also details aggregated and unique actions. Aggregated totals show how many times a link was clicked through to, and unique totals show how many individuals clicked through to the link.

What makes tracking so powerful is that not only can you tell how many people took a specific action, you can also find out which people took a specific action.

Harland E-mail can download a file for any action taken and identify who did what. This information can be used in many different ways. It can identify individuals who have bad e-mail addresses. Or it can identify individuals who click on a specific link, allowing for follow-up solicitation. For example, if a newsletter e-mail contained an article on building a deck, every individual who clicks on that link can be targeted for a home equity product solicitation. The application of tracking capabilities has great versatility.

Here is an example of an Executive Mailing Report:

Continue: E-mail Data Management