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What is Email Tracking and How It Can Help Your Support Team

Timely and efficient customer service is one of the key components of any successful business. We’re in the age where customer experience is just as important as the product you provide. So, staying on top of your communication game is a must.

Despite the popularity of social channels and live chat, email remains to be one of the most common ways of talking to a company. In this article, we’re going to cover ways email tracking can help you better communicate with your customers. As well as tell you how to implement email tracking if you’re using Zendesk.

Let’s start!

What Is Email Tracking and How Does It Work?

Email Tracking is a method for monitoring whether or not the intended recipient has opened your email. The method is nothing new. Sales and marketing teams have been using it for ages to track, assess, and improve their communication with customers.

The way it works is that email tracking software inserts a unique, transparent image into every email you send. The image is usually a 1×1 pixel. It’s invisible to the recipient and doesn't affect the way an email looks. When the recipient opens your message, the pixel records the time and date an email has been opened and sends you a notification.

Why should customer support teams consider email tracking?

Reason #1: To save time.

Let’s imagine you want to start sending follow-up campaigns to your leads and customers. But why waste the precious efforts of your sales or support team if the recipients haven’t even opened the message? Having an email tracking app under your belt will prevent you from a load of time spent on unnecessary follow-ups.

Reason #2: To get more context.

Knowing which emails have higher open rates helps you understand what your customers have in their minds. You can know exactly when a more appropriate time to send a follow-up email is, see what types of replies make people engage, what macros work better, and analyze individual and overall open rates. Afterward, this insight will help you increase your outreach and nurture your specific relationship, be it leads, prospects, customers, or potential partners.

Reason #3: To get more insight.

When using Zendesk (or other help desk software), you have much more information about the customer. It can include professional history, details about their company, their Twitter feed, other social profiles, your email history with them, and any other information they chose to share with you. In combination with an email tracking app, it significantly increases your chances of succeeding in email sales or marketing.

How to track emails if you’re using Zendesk

Unfortunately, with Zendesk Support, there are no options that allow tracking email openings out-of-the-box. However, you can install an add-on, like our Email Tracking, to fill in that gap.

Email Tracking provides you with valuable information about your contact’s engagement with your emails. You can observe the stats and learn what works for certain clients and what doesn’t. It’s also possible to see the difference between sent and opened emails using the out-of-the-box reporting feature. Or, you can even check the average time between when your emails were sent and open. Thus, you’ll get a full picture of your email campaign result. Isn’t it great?

So, without further ado, let’s take a close look at how you may use Email Tracking to stay on top of all customer conversations.

Tracking email openings

With Email Tracking, you can see the full history of email opens, follow how, when, and after which reply your customers opened the ticket.

How it works: the app creates an internal note with the exact time and date to let you know that the email has successfully arrived at its destination -> You get a notification about each email opening. The notifications are possible to switch off. Just go to the app Settings and switch the Enable PUSH Notifications toggle to start or stop receiving alerts.

Email Tracking - see when the email is read

Plan activities

Email Tracking for Zendesk creates an internal custom field and automatically updates it when the client opens the emails. Just add ‘unseen’ and ‘seen’ tags to tickets so that you can create ticket views and filter problem tickets. It's a really important feature, as you will avoid missing emails from customers, ensure that every single email communication is addressed, and, finally, get every issue resolved.

Track openings accurately

The app seamlessly blacklists agents in order to prevent them from accidentally creating a read receipt. You will know for a fact that email opens are tracked correctly. However, you still have the opportunity to manage (add and delete) IP addresses when working with agents at a client’s site.

Control who can use the add-on

You can limit the access to the Email Tracking app in the same way you set default settings in Zendesk. To restrict access for certain roles or define the groups who should have access to the Email Tracking app, go to Setting, and select Apps > Manage. Then, from the list of installed applications, choose Email Tracking, and check the Enable role restrictions and Enable group restrictions options.

Stay GDPR and CCPA compliant

If you’re partially working with EU or Californian recipients, you still can use Email Tracking without violating the norms or GDPR and CCPA regulations. According to them, the users have the right to know what data is to be collected, can demand it deleted, and opt out of further data sales to third parties.

You also must have your users’ informed consent prior to the initial tracking, and this consent must be withdrawable.
However, with Email Tracking, you can leave all these concerns behind. All you need to do is just click the corresponding toggles, and the app will stop tracking email opens for recipients under GDPR and CCPA regulations.

Analyze the performance

In the Email Tracking app, we also offer a transparent reporting option. Here you can see how many emails were sent and opened. Then, there is the average time from Send to Open status and the average bounce rate percentage. Bounce rates measure the percentage of how often your emails get “bounced” back to you. In other words, the email cannot reach the intended recipient and, therefore, must be returned to the sender with a notification of its bounced status.

You can view the reporting data for certain agents and time periods. The charts contain a graphic representation of the insights from your email campaigns we mentioned above for your better understanding.

How much does Email Tracking cost?

The app costs only $2 per agent per month. And you get a free 14-day trial. There are no additional payments or long-term agreements. Subscribe and cancel anytime.

How to install Email Tracking on your Zendesk

You can start tracking your emails in a few simple steps:
1. Go to Zendesk Marketplace.
2. Click the Install button to place Email Tracking to your Zendesk Support account.
3. Select Zendesk instance to install Email Tracking. Then, sign in and provide access to your account.
4. Refresh your tab where Zendesk is opened.
5. Go to the app menu, enable/disable the necessary settings, and start seamlessly tracking your email openings.

And just like that, you are ready to start out with the best email tracker for Zendesk Support.

Wrap Up

Email tracking basically allows you to learn how well your campaigns perform and why at any time. This means that you can immediately change your strategy or improve your tactics to get better results. The advantages of email tracking are vital if you want to outrun your competitors.

Marketing, sales, and customer support teams can also address customer needs better and build meaningful business relationships in the long run.

Email Tracking does the entire job for you! What is left for you just observe and enjoy it!

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