What is Open-Tracking?
Open-tracking is a feature that allows you to monitor when a recipient opens an email in your campaign. By enabling open-tracking, you gain insight into the engagement level of your leads, allowing you to assess the performance of your outreach efforts and determine which recipients show interest in your content.
In Oversee, open-tracking can be activated in the Send Settings of each campaign, allowing you to gain valuable feedback on your outreach effectiveness. This feature works by embedding a tiny invisible image in your email, which notifies Oversee when the recipient views the email.
Why Use Open-Tracking?
Open-tracking helps you measure engagement by tracking who opens your emails. It can be useful for:
Prioritizing Follow-Ups: Focus on leads who are actively engaging with your emails.
Adjusting Strategies: Understand which email sequences or subject lines are more effective at capturing attention.
Campaign Optimization: Refine your campaigns over time based on engagement insights.
Potential Drawbacks of Open-Tracking
It's important to note that open tracking has limitations, particularly in cold outreach campaigns. Some email clients and recipients block tracking images, leading to incomplete or inaccurate data. Additionally, enabling open-tracking in cold emails can sometimes reduce deliverability rates as email providers may mark tracked emails as spam.
Recently, experts have highlighted the diminishing reliability of open tracking due to increasing privacy measures, such as Apple’s Mail Privacy Protection. These changes mean that open rates may no longer be an accurate indicator of engagement. With many email providers blocking or masking tracking pixels, open-tracking can produce misleading metrics. As a result, it may be beneficial to consider other engagement indicators, like reply rates or conversion rates, for a clearer view of your campaign’s performance.
How to Enable Open-Tracking in Oversee
Enabling open-tracking in Oversee is simple. Follow these steps:
Access Campaign Settings: Go to the specific campaign, then click on Send Settings.
Enable Open-Tracking: Locate the Tracking Options section and check the box for "Enable Open Tracking".
Review Impact: An informational note under the setting reminds you that enabling open-tracking may impact deliverability. Assess if open-tracking aligns with your campaign goals, particularly for cold outreach.
Tips for Optimizing Your Outreach Strategy
Given the limitations of open-tracking, here are some best practices to improve your outreach:
Focus on Deliverability: Aim for strong email deliverability by personalizing messages, avoiding spammy language, and testing emails across various clients.
Experiment with Other Metrics: Look beyond open rates and track responses or engagement within your CRM to get a more complete picture of lead interest.
Regularly Update Your Do-Not-Mail List: Respect the preferences of recipients and maintain compliance by updating your do-not-mail list as needed.