Understanding Email Analytics
After you send a mail merge email as a drip campaign or mail merge, you can use the analytics from the contacts to trigger future actions. The system will determine if a contact has either unsubscribe, had their email rejected, or if they open/clicked the emails.
Below is an example of all the possible workflows from one sent email and how you can use the analytics. How deep you go is up to you!
Unsubscribe
Every mail merge email as the option for the recipient to unsubscribe from all emails sent to this list or from all of your promotional emails. You can help keep track of unsubscribed by creating a new lists and adding all unsubscribed to them.
Rejected
You may have a bad email or two in the batch. Adding a check for rejected emails at the start of the campaign and tying them to a rejected list can help you and your team clean up the emails for future sends. If you update a contact's email, you will have an option to update the email on all of the lists as well.
Clicked
You should create some CTA in your email. If it is clicked, the system will determine it and you can then immediately put that person on a new list, update their lead status, and/or create a system to-do for them; this way, you know the engaged contact won't get any more emails and can move right into your sales process.
Opened
A contact may have quickly opened the email but not enough to be engaged. You can send them a new email with language more tailored to the audience.
Nothing
Maybe it got lost in their inbox. Maybe it got caught in the junk box. Maybe their kid deleted it. No matter the why, they didn't interact with your first email. Start this group on a new email different from those who opened or clicked.