Web Beacons And Insurance Agency Email Marketing

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Let’s start with a simple definition of a web beacon. It is an object embedded in an email to determine whether a user has accessed the content sent. There are other names used for web beacons such as B. Tracking Pixel, Invisible Pixel, Pixel Tag, Pel and Clear GIF. Web beacons are commonly used in email marketing to determine which recipients open the email. By using beacons, digital marketers can see which recipients have viewed or interacted with the email they sent.

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Email marketing tracking isn’t a perfect science, as recipients who don’t use HTML email clients can opt out of tracking and opting for plain text emails. , you can also disable web beacons. A web beacon is usually a transparent graphic, often just a pixel, placed unobtrusively in an email. If the web beacon’s HTML code points to a website to retrieve the image, it can also be shared with
important marketing information. This information may include the IP address, a timestamp, the time the beacon was seen and the type of browser that retrieved the email.

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For many insurance agency email marketers, the most important metrics relate to the open rate and subsequent clicks made on the email. Web beacon options are included with most email marketing solutions, from entry-level to high-end integrated platforms. When you send email marketing campaigns to insurance agencies, the marketing engine provides an option to track the emails. If this option is selected, a small web beacon will be placed at the bottom of your HTML email to detect opens.

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Note that I said these would be at the bottom of HTML emails. If you use multipart mime or text emails (the body of that email), the web beacon will not be used. This beacon is unique to each insurance email campaign you send. If someone opens your email and the beacon is downloaded, it will be recorded as “opened”.

Automatic replies, such as B. out-of-office messages, often do not download the beacon and are therefore not counted as opened. Please note that this process may vary depending on the email marketing provider. Now that you understand how web beacons help track your insurance email marketing campaigns, you can determine whether your agency will use this tracking. Overt tracking is a fairly harmless and unobtrusive way of measuring the effectiveness of your email campaign and tailoring the content to your target audience. Almost all email marketers use open tracking and find it useful.