In Internet marketing, much of your work, including prospecting and sending proposals, will be conducted via email. You should also be sending out a regular email newsletter or other communication to members of your email opt-in list. It is important that you be able to monitor how people are responding to your emails.
Did They Open It?
The first and most important question to answer, is did your contact even open your email. There are many services that allow you to monitor when your email is opened and read. (Google “email tracking” for companies that provide this service.) If you use a distributor for your email newsletter such as AWeber or Constant Contact, they offer email tracking of the newsletter emails as part of their service.
The basic versions of email tracking software will let you know when an email has been opened. The better versions of email tracking software will also tell you how long the recipient kept it open so you can tell if they glanced at it and closed it or if they gave it serious study.
It is also helpful to know how many times someone opens an email. This can be a strong indication of interest, especially if the time spent on the email increases with each reading.
What Did They Do With It?
Most emails sent by Internet marketers are not static pieces of information. They contain calls to action, requiring the person who receives the email to click on a hyperlink within the email to watch a video or visit a landing page.
Better email tracking software will also tell you whether or not anyone clicked on the links within the email. Email tracking that is bundled with online proposal generation can even tell you whether or not anyone clicked on the internal links within the email to expand the various sections of the proposal.
It’s possible that the contact information you had was not for the decision maker at a company. In those cases, it’s useful to know not only who is reading your email, but who they are forwarding it to. If the email is being forwarded to a group of people, it’s a good bet that your proposal is being discussed by a committee. If your email is forwarded to someone who then forwards it on to someone else, it’s a good bet that your proposal is working its way up the management chain.
The purpose of monitoring email interactions is so that you can appropriately gauge your potential customer’s interest and engagement with your email. If your potential customer shows signs of interest, you should follow up with a phone call. Don’t let them become distracted by other business emergencies, or you could lose the deal.
The Internet Marketing Academy