Q&A: How Can I Track Opens If I Send Text-Only Email?
If you’re sending a text-only campaign where reporting on open rates isn’t possible, you’ll have to rely on data like tracked links, conversions, and web site activity. Also. sign up for feedback loops from the e-mail providers, so that every time one of your subscribers marks your messages as spam, you can receive a copy of that message with the subscriber’s e-mail address.
Use this data to help determine the right time to send a win-back and re-activation campaign to your subscribers.
For example, a recent analysis I did for a major retailer showed that complaints were low until subscribers approached their one-year subscription anniversary. This indicated a perfect time for them to send a win-back campaign to their subscribers, which they did with very positive results. Even better, it’s not dependent on what format you send your e-mails in.
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About Tom Sather
Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.