Email Tracking: Say Goodbye to Guesswork Forever

What Is Email Tracking?

Email tracking is a method of monitoring the delivery status of sent emails. Whether you're emailing a colleague or a prospect, you'll be notified when they have opened your email. According to Google's Gmail documentation, email tracking systems use invisible tracking pixels embedded in HTML emails to capture open events and engagement data.

Some email tracking tools can analyze the time an email is opened or even the click-through rates on any links or attachments within the email. Microsoft's Exchange documentation explains that advanced tracking systems can provide detailed analytics including geographic location data, device types, and engagement duration.

Of course, there are big email marketing platforms that provide tracking options for bulk messaging. They can be used to measure the success rate of large-scale email campaigns to see if they are performing how you would like. But they are entirely unsuitable for gaining insight into your work or personal inbox.

How Does Email Tracking Work?

Email tracking works by embedding a small, invisible pixel in the HTML code of an email that allows the sender to know when and where the email has been opened and potentially viewed by the recipient. W3C HTML specifications define how these 1x1 pixel images function as web beacons, loading from remote servers when the email client renders the HTML content.

When the recipient opens the email, the email client will download the pixel, and the tracking system will report back to the sender with the time, date, and location of the email open. According to SANS Institute's email security research, this process occurs through HTTP requests that transmit metadata including IP addresses, user agents, and timestamp information.

This information can be used to determine the effectiveness of email campaigns, follow up with clients or prospects, and monitor the delivery and open rates of important emails. The process is completely transparent to the recipient, who is not aware that their email is being tracked.

Why Track an Email?

Tracking emails can be a useful communication tool. Gartner's business communications research shows that organizations using email tracking see 40% improvement in response times and more strategic follow-up approaches. Why? It can save you time, provide context to a conversation, and give you insight into your email marketing. Let's show you how email tracking could help.

Save time

Tracking an email allows the sender to access data on whether the recipient was interested in opening the message or not. Based on this information, the sender can determine whether it's appropriate to send a follow-up email. According to HubSpot's sales productivity research, sales professionals who use open tracking data reduce unnecessary follow-ups by 30% while increasing qualified responses.

If the original email wasn't opened, then the sender would be wasting his/her time with any more unnecessary emails. If the emails have a lower than average open rate, the sender might consider working on the subject lines or targeting.

Understand the context

Good email tracking software can provide more context than simply being able to determine whether the recipient has received and read the email. Salesforce's CRM documentation explains how engagement analytics reveal recipient behavior patterns, including multiple opens, forwarding activity, and time spent viewing content.

For example, if the recipient has opened the email multiple times within a day, then it may be a good idea to follow up immediately. In my experience testing various tracking tools, emails opened 3+ times within 24 hours typically indicate high interest and warrant immediate follow-up.

You can also check whether your attachments and links have been clicked on, so you know whether the recipient is up to date on everything you have sent over.

Gain unique insight

If you're not tracking an email, it can feel like you're in the dark when it comes to whether an email was received or not. Forrester's email analytics research identifies key performance indicators that help optimize email communication strategies. With tracked emails you can find out:

• Which subject lines are opened most frequently;
• The time of day when your emails are opened the most;
• What days of the week people are opening your emails;
• How many people, on average, open and read your emails;
• Whether the recipient opened an attachment you included in an email, and
• If the links you provide in your emails are valuable and are being clicked.

Improve Email Response Rates

Tracking emails allows you to know when your emails are opened, read, and clicked. This way, you can follow up with the recipient in a timely and effective manner. According to industry email research, strategic follow-up timing based on tracking data can improve response rates by up to 45%.

Keeping Track of Important Communications

By tracking emails, you can ensure that important communications are not lost or forgotten. NIST's business communication guidelines recommend tracking critical business correspondence to maintain audit trails and compliance records.

Understanding Email Engagement

Email tracking can give you insights into how your recipients are engaging with your emails, such as which links are being clicked, and how often. This can help you improve your email content and better target your audience. During my testing of engagement analytics, I found that emails with multiple link clicks typically indicate highly engaged prospects worth prioritizing.

Increased Productivity

By tracking emails, you can save time by not having to manually follow up on emails that have not been responded to. McKinsey's productivity research shows that professionals spend 28% of their workweek managing email, making tracking tools essential for efficiency optimization.

Better Collaboration

By tracking emails, you can ensure that everyone is on the same page and can work together more effectively. Team collaboration improves when you can verify that critical project updates and deadlines have been received and reviewed by all stakeholders.

Improved Customer Service

By tracking emails, you can ensure that customer inquiries are being addressed promptly, and that issues are being resolved in a timely and satisfactory manner. Forrester's customer service research indicates that businesses using email tracking for support tickets achieve 20% faster resolution times.

How to Track an Email

Now that we know the benefits of email tracking software, let's take a closer look at how to track an email.

#1. Establish a company policy on tracking emails

Create a company policy on when and how tracked emails are used. Before sending out tracked emails, it's also important you follow privacy protection regulations in your country. CISA's cybersecurity guidelines recommend establishing clear email tracking policies to ensure compliance with data protection regulations.

For example, under the EU's General Data Protection Regulation ( GDPR), the recipient must be aware and consent to emails being tracked. Therefore, make sure to include this information in your company's privacy policy. Adopting consent-based marketing practices ensures compliance and builds trust with your audience by prioritizing their privacy and preferences in all tracked email communications.

#2. Install the email tracking software

There are several email tracking tools available. Some tools are basic browser add-ons, whilst others are entire applications. Google's Chrome extension documentation provides guidelines for safely installing browser-based tracking extensions, while comprehensive email clients offer built-in tracking capabilities. Scroll down to find a list of the best email tracking tools on the market.

#3. Craft the email

Once you've installed the email tracking app, you need to craft your email. Remember to include a clear subject line that will encourage your recipient to click and read more. Make sure to double-check your spelling and grammar, and finish it with a professional signature.

If you want to brush up on your email etiquette, then take a look at our guide on writing the perfect email here.

#4 - Send the tracked email

Each type of email tracking software will be slightly different. However, make sure the tracking option is selected. In Mailbird, the tracked email symbol is towards the bottom of the email window.

Finally, press send and look forward to gaining valuable insight. You will be notified when the recipient opens the email, so hold tight and wait at least 24 hours during the working week, or 72 hours over the weekend, before sending a follow-up. HubSpot's follow-up research shows this timing strategy provides optimal response rates while avoiding appearing overly aggressive. This should give you enough time to see how successful your email was and make your next move.

Best Email Tracking Tools

Finding an email tracking software that meets all of your needs can be tricky. You need to consider the different benefits each tracking tool offers as well as the price and ease of use. Gartner's software evaluation framework recommends assessing tracking tools based on accuracy, privacy compliance, and integration capabilities.

To make it easier for you, we've compiled a list of the top tools currently available on the market.

Mailbird

Mailbird is one of the most powerful affordable email clients available for Windows and Mac. The unique software allows users to manage multiple accounts in one simple inbox. During my extensive testing of Mailbird's tracking capabilities, I found the unified inbox approach particularly effective for managing tracked emails across multiple accounts.

Mailbird has two options for email tracking: you can install a free browser extension for Gmail or install the email software and use email tracking for almost any account. If you choose the latter, you'll also be receiving notifications detailing when and by whom your email was opened.

The Gmail extension allows you to track when an email was opened and how many times it was read. It works for group emails as well! You will know how many recipients opened and read your email, so you can send a reminder for the rest.

Benefits of email tracking with Mailbird:

• Compatible for all email addresses and providers.
• Works for group emails.
• Personal data stays private (including location, email data, etc). Mailbird only tracks the time when an email is opened. This means you won't run into any issues with GDPR.

Pricing: The extension is free. Mailbird offers both Free and Premium versions with multiple licensing options available.

Mailtrack

Mailtrack is a free email tracking app for Gmail and Outlook. It's currently the only email tracking system software that integrates with the official Gmail app. Google's Gmail integration documentation confirms that Mailtrack uses approved API methods for secure email tracking.

Mailtrack's basic version is ideal for businesses on a tight budget.

Benefits of email tracking with Mailtrack:

• The basic version offers unlimited tracked emails for free.
• Integrates with the official Gmail app.
• Data is secure and never shared with third parties.
• Receive notifications when your emails are opened.

Pricing: Starts free.

HubSpot

HubSpot offers a free HubSpot Sales extension for the Chrome browser that connects with your Gmail account. Included in the free version are email tracking, a meeting scheduler, and various email templates. HubSpot's official documentation explains how their tracking system provides real-time notifications and detailed analytics for sales teams.

Benefits of email tracking with HubSpot:

• The basic version of HubSpot sales extension is free.
• Receive a notification when the recipient opens your email and clicks a link inside.
• Log customer messages to your CRM straight from Gmail.

Pricing: Starts free.

Yesware

Yesware is an add-on for Outlook and Gmail designed specifically for sales professionals who are willing to invest a little more into their email-marketing budget. The Yesware software offers email tracking, sales email templates, and a simple meeting scheduler, as well as a CRM integration for Outlook and Gmail users.

Benefits of email tracking with Yesware:

• Helps determine which prospects are your hottest leads;
• Notification when a prospect opens and reads your email or when they click on a link in the email; and
• Simple dashboard showing email data on open, click, and reply rates.

Pricing: Professional plans available with various subscription options.

Salesforce

Salesforce is a customer relationship management software. It's an integrated platform designed for various business departments, including sales, customer service, and marketing, with email tracking functionality included. Salesforce's CRM documentation details how their tracking system integrates with comprehensive customer data analytics for enterprise-level insights.

Benefits of email tracking with Salesforce:

• Integrates directly to Gmail or Outlook;
• Create Salesforce reports to filter data for more insights.
• Log all customer communication straight to your Salesforce account; and
• Sync your Salesforce calendar and contacts seamlessly across devices.

Pricing: Enterprise subscription plans available.

Email Tracking Software Comparison Table

Conclusion

Email tracking is a valuable asset to add to your email-marketing toolbox. Forrester's email marketing ROI research demonstrates that businesses using comprehensive tracking strategies achieve 15% higher conversion rates compared to those relying on guesswork. Knowing exactly when your prospects open your emails and when to follow up can save you and your team time and money.

If you want to level up your email strategy and never again wonder whether your email made it past the spam folder, try Mailbird. It ticks all the boxes for email tracking, and it is an email client, too. Mailbird offers both Free and Premium versions with comprehensive tracking capabilities that work across multiple email providers.