We’ve released an upgrade that will have some happy effects on clients using our ECOA and Email Append services – true click tracking on any link in our opt-in permission messages.
Click tracking is nothing new for most email marketers using an email service provider (ESP). We’ve reported unsubscribes, opt-ins, abuse, and the like for our clients. The hitch was that if clients had custom requirements – a unique permission message in which they wanted to collect opt-ins on their own hosted page or send their unsubscribes directly to their ESP, for example – it required custom work on our end to ensure we collected all of this activity sent to non-FreshAddress pages and reported it accurately.
The change we’re rolling out is a schema and application that allows us to easily add click tracking to any email creative thrown at us (duck!) without the custom work. This means clients will be able to painlessly use custom templates or send traffic to pages of their choosing. Our client services team will be rolling this out to clients over the coming month.
It also sets us on the path for the following in 2014:
- Better reporting and analysis of email trends we’re seeing. With standard stats collected across all of our clients, we’ll be able to make some interesting observations about what we’re finding for recipient engagement. (Don’t worry, we won’t expose any individual client stats; I’m talking solely about aggregate trends.)
- Adoption of the SAME email reporting standards. How do you calculate open rate? Does a recipient who clicks on a link, but doesn’t render images count as an open? What’s a bounce versus a block? Email marketers continue to be held back by the lack of a common vocabulary. If I had a nickle for every time we spent just a couple seconds on a call clarifying what everyone means by click-through rate … you get the idea. Luckily, the good people at the Email Experience Council have made it part of their mission to clear up these issues. Now that we have our click-tracking change rolled out, SAME certification is next in our sights.
What do you think of the SAME standards? Do you have any funny, interesting, or frustrating tales to tell of email stat mishaps due to confused vocabulary and non-standard definitions?