Running an email campaign produces a lot more information than just bounces and responses. Metrics like clicks & opens give you unique insight into your prospects’ behavior and allow you to prioritize further outreach efforts accordingly, maximizing your sales process efficiency and, in turn, your results.
Here are some tips, tricks, and common questions to help get you started.
What are clicks & opens?
An “open” is just that – it means your prospect opened the email, and if there were any images, they clicked to view those.
A “click” means the prospect not only opened your email, they clicked any of the links that were included in the message to find out more about you.
How can someone “click” without “opening”?
The terminology can be confusing. With any email tracking software, an “open” is counted when images within a message are downloaded by the recipient’s mail software. Often, mail providers have a default setting to not download those images unless the user (recipient) clicks to allow them to download. So, if a recipient doesn’t click to allow images to download, but they do click a link inside the message, they will register as a “click” without registering an “open”.
What should I do with these reports?
The contact information from the clicks & opens reports can be put to a lot of great uses. At LeadSeek, we input our own results into our social media outreach campaigns, and use the results from those campaigns as calling lists. We’ve seen them used as calling lists, invitation lists for events, further email campaigns, newsletters, and direct-mail campaigns.
The main thing is that these contacts receive further outreach from you. They’re warmed up by your email and their behavior says they might be open to learning more, so they’re a good place to focus your more honed-in efforts.
We understand that some of our clients have the bandwidth and infrastructure in place to handle this follow-up internally, and some do not. If finding the time to complete the necessary follow-up is a challenge, we can help! Let us know if you’re interested in getting set up with a dedicated specialist to handle your LinkedIn follow-up.
What if I have more questions?
We’re here for you! Contact your LeadSeek account manager any time for answers to your questions, more tips, coaching, or whatever else you need!
You can also always drop us a line here and we’ll get back to you.