An Email Marketing Glossary For Beginners And Experts Alike Part 14

May 21, 2010

2)    User Opens Email – this is where the recipient has voluntarily gone in and opened the email themselves.  This is very important data to have!  When you look at your campaign reporting for opened emails you can use this as a prospect funneling tool.  Most people will only have opened the email once, but frequently you’ll find people that have opened the email 3, 4 or 5 times – sometimes even more.  These are people you definitely want to follow up with via telephone to find out where they’re at currently.  Since they signed up for your mailing list they may have gone from ‘research’ mode to ‘actively seeking to buy or sell mode.

Your email opens will often give a good indication of where they’re at without even calling them.  Still, you should definitely follow up with some of these people.  Email is very easily ignored and is an impersonal medium relative to the telephone.  A telephone call might make the difference in making the person become a better prospect.  In any case they’ll be impressed on how perceptive you are about their needs and how responsive and pro-active you are in developing prospects into clients.

3)   User Forwards Email – this is where the recipient has forwarded your email to suitable people they know.  Each time someone opens the email is counted by the email service provider, whether it be the original recipient or someone they’ve forwarded to.  So if an original recipient opens the email once and forwards it to 5 people who all open it once then a total of 6 opens will be attributed to that original recipient in your campaign tracking.

Talk to your email service provider and find out if their tracking can distinguish between original recipients opening your email and other people opening the email who had it forwarded to them.  I have seen open reports from campaigns sent to real estate professionals where upwards of 50 opens were attributed to a single recipient.  What this usually means is someone forwarded the email to everyone at their brokerage and many people read it.  When you see a large number of opens (more than 10) this can often mean your email to them has gone viral.  In other words, this recipient has forwarded it to people they know, and some of them have forwarded it to people they know, and so on.  Calling these original people who received your email can be an absolute dynamite way of getting referrals!

Filed under: Attracting Buyers/Sellers With Email

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