Go beyond tracking simple clicks by applying interest-based tags to contacts in your CRM based on the specific content they engage with. This builds a rich behavioral dataset, allowing for powerful, highly relevant segmentation for future campaigns instead of relying on generic demographics.
Segment users who click links in your emails into a distinct audience. Use this highly engaged group for dedicated, low-cost retargeting campaigns on social media and display networks, which is more effective than remarketing to your entire, less-engaged database.
A high click-through rate (CTR) paired with a high unsubscribe rate indicates a problem. Ensure your analytics platform is not counting clicks on the unsubscribe link as part of your overall CTR, as this common oversight masks list health issues with falsely inflated engagement data.
To measure how many email clicks are from security bots versus real users, send a campaign at an off-peak time like 2 or 3 AM. The click activity within the first 30 minutes, when legitimate engagement is unlikely, provides a clear baseline for your bot traffic and metric inflation.