Member-only story
Last week, we jumped off the deep end into just about every last scrap of data that could be collected from email. We noted that there are lots of little caveats and limitations in the fundamental technology. But we didn’t have time to go into how to actually use the data. That’s why were’ here.
Email tracking data has interpretation issues
The problem with email analytics is the lack of detailed visibility into what is going on at the user’s end by virtue of the email client being completely divorced from our analytics systems. While we have the tools to collect quite a bit of data, the extent of the conclusions we draw from the data need to be carefully considered.
Email Sharing
As mentioned previously, the sharing of links and emails will always be a ghost that hangs over all your data. You’ll just have to accept that it happens.
A shared email would manifest itself as more opens (and clicks) for a particular email than expected. While a normal human may open a given email 1, 5, maybe even 10 times in a week, at some point it’s going to be too much for a single person. If I saw an email get opened 50 times within a few…
