Every email sent through the plugin can be tracked, and the results feed straight back into your segments.
Open tracking:
A tiny invisible image is added to the end of each email. When the recipient's email client loads that image, the open is recorded. This is the standard method across the industry.
It is not perfect. Clients that block images do not register an open, and some privacy features load images automatically and register opens that never happened. Treat open rates as a useful trend rather than an exact number.
Click tracking:
Links in your email are rewritten to pass through your own site first, which records the click and then redirects the reader on to the real destination instantly. Unsubscribe and view in browser links are deliberately left alone.
Clicks are a far more reliable engagement signal than opens, because a click requires a deliberate action.
What is recorded:
For each send the plugin stores whether it was delivered, opened and clicked, and when. The subscriber record accumulates lifetime totals for opens and clicks, plus the date each last happened.
The engagement score:
Each subscriber carries a score out of one hundred, recalculated daily. It starts from a baseline and moves up for recent opens and recent clicks, and down for people who have not been seen in a long time. You can filter and segment on it directly, which makes finding your most engaged people, or your dead weight, straightforward.
Switching tracking off:
Each broadcast has its own tracking switches for opens and clicks, so you can send a transactional email without tracking if you prefer.