Updated Targeted Email Tracking Report
We deliver multiple targeted email campaigns per week to employers and other organizations who want to reach our double opt-in database of 8.9 million college students and recent graduates. For years we hardly had any ask how many of the recipients asked to be removed from our list, but that question started popping up a few months and became pretty frequent. Actually, it is good question because it helps the advertiser understand the annoyance factor: are they ticking off as many people as they're recruiting?
The solution to the question was to provide the answer. We added a new field to our report so that all targeted email clients now received that information. Below is a typical tracking report for a targeted email campaign that we deployed a week ago. Note that it continues to include information about the number of emails we delivered (we guarantee 100 percent delivered emails so that's always what the client purchased), the number of emails opened (how many were read), clicks, and the new unsubscribe column.
The new report has proven to be a hit with the clients who were seeking that information. They're getting what they need and the low unsubscribes must be comforting to them as they can see in black-and-white that their campaigns are not annoying. If they weren't well targeted or if the list wasn't double opt-in or if the creative was awful then perhaps they'd be annoying but that's a topic for another blog entry.
Steven:
I commend you for the transparency of sharing the report on your blog. A quick question - does an unsubscribe remove the student/recipient from future mailings on behalf of that company, or from all future e-mails facilitated by CollegeRecruiter? Thanks,
Jason
The unsubscribe removes the recipient from future mailings from our targeted email database. The employer/client may include a separate unsubscribe link so that the recipient can choose whether to unsubscribe from our list, the client's list, or both.
Jason Whitman just posted an interesting article about this topic on his blog at http://blogs.ittoolbox.com/pm/recruitment/archives/more-on-email-marketing-for-recruitment-16937 .