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The Constant Contact Guide to Email Marketing by Eric Groves

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Why Tracking Is Important for Building Relationships

When you are building a relationship face to face you have the ability to look the other person in the eyes to gauge how she is reacting to what you are saying. Being able to read her reactions provides you with the ability to know if she is engaged in what you are saying, if you should be changing the subject, or if you are making a connection. When it comes to email marketing, you don’t have the ability to look your recipient in the eyes, but through tracking you can tell if you are making a connection!

IT TAKES THE PULSE OF YOUR READERSHIP

When you send an email marketing campaign through a service like Constant Contact, you get a wide variety of feedback on whether your campaign made it to the recipients, if they opened the campaign, and whether they clicked on one or more of the links contained within the message. This information provides you with the relationship pulse of your recipients. By reading this chapter, you will learn how to interpret whether the strength of your relationships are growing, declining, or remaining unchanged. You will also know whether you are building trust.
It’s important to note that your readers may not be aware of all of the great insight you have with regard to the relationship because of the feedback you receive. While this information helps you understand the state of your relationships, it’s important to not freak out your recipients by telling them all that you know. For example, ...

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