Something you may already know is that email service providers embed a tracking beacon into emails to register opens. An invisible embedded 1×1 pixel graphic, this beacon pings the originating server when the email is opened to register the open.
To combat the proliferation of SPAM most webmail and email programs now block graphics to nullify these tracking beacons. Upon opening their email people often choose to leave graphics blocked so they can escape being tracked. As a result, service providers report an artificially deflated score of opens than actually exist. This is a huge problem for marketers that underreports analytics by a factor of up to 20 times.
ScratchBrands™ restores dropped analytics. When a user clicks to play on an email that has blocked graphics, our platform nevertheless logs it. Even if the recipient bypasses the email service provider’s beacon, we log and can restore these opens to the original email provider’s analytics thereby reporting a more accurate figure. By combining the two lists a client can learn their true open and click-through rates.
If the ScratchBrands™ graphic and compelling text is prominently featured (upper-right placement) on the email, the recipient will likely click on it immediately upon opening their email as well. Even truer for those players who won previously and can’t wait to play and win again. So the ‘time to open’ metric can be applied to the overall email.
By authenticating existing analytics, ScratchBrands™ enhances current marketing metrics in addition to providing additional ones.
We are in the process of developing an enrollment list on our blog. So you can sign up to stay abreast of the goings on (and please tell others.) And you can try out the service yourself and win prizes!
Visit our web site at: www.scratchbrands.com
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