The power of email marketing is really that it empowers you to collect and analyze a greater amount of direct information about its targets than other forms of mass marketing. Email client reporting is a great example: you can easily see which email clients are being used to view your messages, and then proceed to tailor your campaigns and even the individual messages for those audiences. This article will explain email client reporting in terms of the way that messages are displayed, the technological situation of the target market, and the unique reading habits of your subscribers.
One of the most obvious problems is that the same message may look very different when viewed in two major email clients. A large percentage of recipients view messages entirely within a preview pane, while others view them entirely within a web browser. There are also varying lengths of snippet text being displayed to users of various email clients.
A second benefit of email client reporting is that it can tell you a lot about your subscribers’ level of comfort with and attitude toward technology. By incorporating that knowledge into your existing picture of your markets segments, you can begin to tailor your messages to the attitudes that your subscribers tend to have toward email as a medium. This is a very powerful psychological tactic to use.
Email client reporting can also inform you about the degree to which your market is involved in current technological trends. Recent studies are showing a major increase in the use of mobile devices to view email marketing messages. If your market is affected by this trend, then you will surely want to adjust the formatting and possibly the content of your messages to accommodate your readers.
You have now seen how the benefits of email client reporting can improve the way you formulate your email marketing strategy. You have seen how client reports help you to understand how the messages are being presented to your subscribers visually, how the subscribers’ reading habits play a role in the consumption of your messages, and also how you can use email client reporting to gain insight into the technological status of your subscribers.
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