Best Practice for Tracking Opens and Clicks as Program Statuses

Brian_Law_MKTO
Marketo Employee
Marketo Employee

In most cases I don’t recommend tracking the statuses sent, delivered, opened, clicked or unsubscribed (if using default unsubscribe). All this information is available in an email performance report. You can also pull this information using a smart list.

If you are a B2C company using the Email Send as a program/campaign you might want to consider using multiple statuses depending on your reporting needs. Remember that a record can only have one status at a time.

Example:

Status

Activity

1 Member of Program

The first status is automatically set when you use the Email Send program/campaign

2 Clicked

Clicked call-to-action

3 Converted – Success

Purchased (e.g. Opportunity Closed) or filled out form

Note: In the table below is how I typically set-up the statuses for the Email Send channel.

 

Status

Activity

1 Member of Program

The first status is automatically set when you use the Email Send program/campaign

2 Engaged - Success

Clicked call-to-action or filled out form

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