Email Client Monitor: Making the Most of Your Data (Part 3)

Posted by Alice Spencer on

In a previous blog post, I demonstrated some examples of what you can do with your Email Client Monitor data when you add in the subscriber ID and campaign ID elements. In this post I will look at adding in custom tags.

What is a custom tag?
In addition to using subscriber ID and campaign ID, you can add up to five custom tags into your pixels that will allow you to look at different aspects of your lists and build out a fuller picture of your subscribers’ behavior. The custom tags can be anything you want, as long as you have the data associated with them in your platform. The most commonly used custom tag relate to brand, country, and language. To find out more about custom tags and how to implement them, contact your account manager.

So once you are using custom tags, what can you learn from this data? I could easily write several blog posts on this, but to keep things short and simple, here are some examples of what you can do by simply adding a country tag.

Looking over a three day period, we can see that users in Great Britain, Australia, and Germany actually have very similar habits when it comes to when they open their emails:

timevcountry3_w1024

But how they are reading their emails does vary, with almost twice as many iPad users in Australia than Germany, while Great Britain has by far the largest variety of email applications in use.
au_pie
de_pie
uk_pie

You can also compare these by graphing them together and filtering down to just shown the email applications you are interested in.

countryspecific

 

These are just a few illustrations of what you can learn by using custom tags. Including multiple custom tags will allow you to build a very detailed model of your subscribers’ behavior, which you can then use as a basis for planning future campaigns. So if you want to make the most of Email Client Monitor, start tagging.


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About Alice Spencer

Alice Spencer is an Account Coordinator at Return Path. She enjoys troubleshooting client issues and creating custom reports to help clients better understand their data. In her spare time, Alice likes to holiday in unusual locations, bake, sew, and geek out on good sci-fi. Connect with her on LinkedIn: www.linkedin.com/in/alicespencer

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