When you send mass emails – both manual email blasts and automatic system emails – you might want to know how many people opened the message, and how many clicked on each link within the message. If you enable email tracking, you can go the email log and view the total number of opens and clicks, and see which recipients opened the message and clicked which links.
To view the email log, hover over the Email menu then click the Log option. To view the activity for a particular email, click the email within the log.
Emails are tracked for a period of three months from the date the email is sent. Any activity that takes place after that time won't be reflected in the email log.
Enabling email tracking
To track emails, you must enable email tracking before the email is sent. Enabling email tracking will not allow you to track email messages already sent.
Email tracking is enabled separately for manual email blasts and automatic system emails (e.g. event announcements).
To enable email tracking for manual email blasts, click the Enable link and open email tracking check box before sending the message.
To enable email tracking in automatic system emails, hover over the Dashboard menu and select the Organization option. On the right side of the screen, check the Tracking check box.
If you've enabled email tracking, a Links tracking tab will become available for the message within the email log, and the email summary will include:
- the number and percentage of messages that failed to be delivered
- the number and percentage of messages opened
- the number of clicks and the percentage of recipients who clicked one or more links
With email tracking enabled, the total number of opened messages – and the percentage of messages that were opened – appears within the summary at the top.
In the above example, 2 out of 19 emails – 11% – were opened.
On the Delivered tab, a message will be considered Opened if the recipient opened the message using either their primary or secondary email address.
To determine whether an email message is opened, Wild Apricot uses a system called clear pixel tracking – in which a small transparent image is inserted into email message. When the email is opened and the image is displayed, our servers are alerted and the message is marked as opened.
The image uses a unique code for each recipient so if the message is forwarded, any activity will be recorded for the original recipient.
With email tracking enabled, the email summary displays the total number of links clicked, along with the percentage of messages in which at least one link was clicked. You can therefore have more links clicked than messages opened.
In the above example, in 2 out of 19 emails – 11% – at least one link was clicked. Within those 2 emails, 5 links were clicked in total.
To view the number of clicks for individual links within your email message, click the Links tracking tab. For each link – including the Unsubscribe link – the total number of clicks is displayed.
To view which links each recipient clicked, click the Delivered tab. For each recipient, the destinations of all clicked links are listed.
To determine when a link is clicked, Wild Apricot redirects each link to another address – where the clicks are counted – before sending it onto the actual link address. This process should be invisible to your recipients.
Sending followup emails based on email tracking
If you want to send a followup email to recipients who didn't open your message or didn't click any of its links, follow these steps:
- Make sure that email tracking is turned on for your email blast.
- After sending your email, go the email log, open your message and click the Delivered tab.
- From the Delivered tab, click the Filter drop down and select either Not opened or Open but not clicked, depending on who you want to send the followup to.
- Click the Send again to selected button.
Modify your email as you wish then send the message.