The innovative guys over at Litmus have extended their Fingerprint tool and added some pretty amazing email analytics to their tool. They tracked more than 4 million opens over hundreds of campaigns and found some interesting results. Out of those who opened the campaigns:
•On average, 51.1% of readers spend less than 2 seconds looking at your email
•In the best email campaigns, 77% of people fully read the message
•On average, 0.12% of readers printed the email
•On average, 0.63% of readers forwarded the email using their email client, not the ‘forward to a friend’ tool.
By simply adding some code to your email you can see whether they read, skimmed or deleted your email, as well as which email client they used. You can also see if they’ve forwarded (natural) or printed your email.
To be honest, I’m pretty excited at the thought of what can be done with these kind of analytics from my campaigns – ideal for continual testing and optimising. What an amazing marketing channel email is – to enable you to get metrics such as these!
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