A Word on Click-Through and Open-Rates
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- You can gather Click-Through statistics using your web server
and your statistic software, e.g. Google Analytics.
Click here for information about tracking using Google Analytics.
We recommend to use Google Analytics because most users already use Google Analytics for web statistics.
or (not using Google Analytics):
Create a web page as link-target on your web server, which is not linked from any other source. Include a link to this page in your newsletter and you can gather statistic information, like e.g. geo-location, number of unique users, ...
- "Open-Rates" measures how often someone has "opened"
the message - (clicked on the message to open it). Most todays mail clients
show the message content on the right-side of the application window, so
it's most unlikely that someone will really click on it - to open the message.
Today "Open-rates" means the message was displayed in the mail client, which does not mean much, the message will be displayed even if someone just selects a message to delete it or mark it as spam.
Another problem is, that "Open-Rates" are typically based on external images, which contain a "secret" tracking code (web-bug).
This information is completely inaccurate, because most todays mail clients like e.g. MS Outlook or Thunderbird are blocking all external images for privacy reasons by default. The tracking code will be downloaded by the mail client only if the recipient has changed the privacy settings or has authorized the sender.
If you want to measure the success of your email campaign, then you should use use the "Click-through" statistics instead, which will give you detailed information on how many recipients have clicked on a link in your email.