Click tracking. We all do it. It's a best email practice. We all want to see who is following our links, what draws our subscribers in. Was this targeted email marketing campaign effective? What was the most interesting part of the email? Where are my readers engaged? Was this email campaign better targeted than last week's?
But how you do it makes a huge difference with spam and virus filters. What do I mean? I'll tell you a secret. Phishers and spammers like to use IP addresses and URIs of popular websites in the text of their emails and then put in HTML that makes it look like the recipient is clicking on http://www.bank.com. But you don't do that, right? What you might do is use http://www.partnercompany.com or even http://www.yourbusinesssite.com in the email that you're sending out through your favorite ESP, ExactTarget.
That's a no-no. Definitely not an email deliverability best practice. Why not? Because you want us to track email clicks in those targeted emails. You have a domain set aside just for us and that's the domain that we use for your email campaigns. Your subscribers see http://www.yourbusinesssite.com, but they click on a link to http://email-yourbusinesssite.com.
And that, my friends, looks like you're trying to be tricksy.
"So what do we do, email guru?" you cry in despair. Let me give you a little email design tip that will make a huge difference with filters like Postini and MessageLabs (both of which are used frequently in B2B email), or email providers like Gmail and Hotmail.
Use your words. Wow your targeted opt-in audience with your awesome descriptive powers.
Look how we've grown! or http://www.exacttarget.co.uk/
Come party with us! or http://www.connections09.com
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