Reporting on click-throughs is an important way of determining how engaged your audience is, notes Andy Shore in an article at MarketingProfs. However, "a lot of email marketers throw around words and phrases such as 'Google Analytics,' 'tracking,' and 'metrics' without really knowing how to translate link reports into successful email-marketing campaigns," he says.

So to help marketers ensure they are gathering clean, insightful data they can actually use, Shore offers recommendations like these:

Cut back on the number of images in your emails. When you load messages down with lots of images, he reasons, you increase the chances that a subscriber will click over to the Web version—where your email analytics can no longer track their movements.

Eliminate nonessential links. It's one thing to give subscribers easy access to additional resources; it's another to overwhelm them with links to more information. "Instead of cramming 50 links in your newsletter," he advises, "put in five focused ones."

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