What You Can Learn from E-mail Tracking

by Nancy Maraldo, Vice President, Client Services

Remember how great it was when Caller ID first became available? Gone was the uncertainty as you answered the phone and waited to discover who was calling. This knowledge gave you power: The power to compose yourself and prepare for the conversation to follow.

Your e-mail tracking report is a robust tool that provides far more information than just "who's calling" and you can use this information to determine the next communication step with your prospects.

From your e-mail tracking report, at a minimum you should find out:

• How many e-mails were delivered
• The number and identity of:
• Soft bounces
• Hard bounces
• Opens
• Unique click-throughs
• Unsubscribes
• The overall open rate as a percentage
• Link activity—which links generated the most "clicks" and who clicked on each

This information empowers you to take the next step in reaching out to your prospect. In addition, this insight helps you improve future campaigns, communicate effectively, and better understand prospect behavior.

For more information about how you too can benefit from Pentera's exclusive eMarketing services, contact Pentera, Inc. at 317.875.0910, ext. 251 or at info@pentera.com, or by visiting our Web site at www.pentera.com.