Tracking

Overview

Email tracking reveals who's engaged with your emails - opens, clicks, and replies. This real-time intelligence helps you prioritize follow-ups, identify hot leads, and optimize your messaging for better results.

What You'll Learn:

• How email tracking works
• Understanding tracking metrics
• Using data to prioritize leads
• Optimizing send times
• Improving content based on tracking
• Privacy and compliance
• Tracking limitations
• Best practices

How Email Tracking Works

The Technology

Tracking Pixel:

• Invisible 1x1 pixel image embedded in email
• Hosted on tracking server
• Loads when email is opened
• Registers open event with timestamp

Link Tracking:

• URLs replaced with tracking redirects
• Click registered on tracking server
• Instant redirect to actual destination
• Seamless experience for recipient

Privacy-First:

• No personal browsing data collected
• Only email interaction tracked
• GDPR and privacy law compliant
• Respects recipient preferences

Automatic Tracking

Enabled by Default:

• All emails sent from CRM tracked automatically
• No extra setup required
• Works on all devices
• Real-time tracking data

What's Tracked:

• Open events (when email viewed)
• Link clicks (which links clicked)
• Device type (desktop, mobile, tablet)
• Location (city/region, not exact address)
• Time of interaction
• Number of interactions

What's NOT Tracked:

• Email content read (only if opened)
• Time spent reading
• Exact GPS location
• Recipient's other activities
• Personal identifying information beyond email

What Gets Tracked

Email Opens

Captured Data:

• First Open: Exact timestamp of first view
• Total Opens: How many times opened
• Last Open: Most recent view timestamp
• Device Type: Desktop, mobile, or tablet
• Location: City/region (general, not specific)
• Email Client: Gmail, Outlook, Apple Mail, etc.

Open Indicators:

• 👁️ Green Eye Icon: Email has been opened
• Number Badge: Total opens (if multiple)
• Timestamp: "Opened 2 hours ago"
• Multiple Opens: "Opened 3 times" signals high interest

What Opens Tell You:

• Contact received and viewed your email
• Level of interest (1 open vs 5 opens)
• Best time they check email
• Device preferences (mobile vs desktop)
• Geographic location (if traveling)

Link Clicks

Tracked Information:

• Which Link: Specific URL clicked
• Number of Clicks: Per link and total
• Click Timestamp: When each click occurred
• Unique Clicks: Individual vs repeated clicks
• Click Sequence: Order of links clicked

Click Indicators:

• 🔗 Link Icon: Shows clicks on email
• Click Count: Number next to icon
• Heatmap: Visual of most-clicked links
• Individual Link Stats: Per-link analytics

What Clicks Tell You:

• High engagement (beyond just opening)
• Specific interests (which properties/links)
• Intent to take action
• Research behavior
• Hot lead indicator

Common Tracked Links:

• Property listing links
• "View full details" buttons
• Market report downloads
• Scheduling links (book showing)
• Video links
• Social media profiles
• Website homepage

Replies

Reply Tracking:

• Reply Received: Notification sent to you
• Response Time: How long until they replied
• Full Reply: Captured in conversation thread
• Auto-Linking: Reply connected to original email
• Sentiment: (future feature) Positive/negative/neutral

Reply Indicators:

• 💬 Reply Icon: Shows reply received
• Timestamp: "Replied 30 minutes ago"
• Preview: First line of reply shown
• Unread Badge: If you haven't read yet

What Replies Tell You:

• Highest engagement signal
• Direct interest or question
• Immediate action required
• Warm/hot lead status
• Relationship building opportunity

Engagement Scoring

Automatic scoring based on activity:

Engagement Levels:

Very High (5 stars):

• Opened 3+ times within 24 hours
• Clicked multiple links
• Replied
• Action: Call immediately, hot lead

High (4 stars):

• Opened 2+ times
• Clicked at least one link
• Action: Priority follow-up today

Medium (3 stars):

• Opened once within 24 hours
• Action: Follow up within 2-3 days

Low (2 stars):

• Opened after 24+ hours
• Action: Include in nurture sequence

None (1 star):

• Not opened after 3+ days
• Action: Try different subject line or timing

Viewing Tracking Data

In Inbox View

Conversation List:

• Icons show tracking status
• 👁️ = Opened
• 🔗 = Clicked
• 💬 = Replied
• Engagement stars
• Timestamp of last activity

Quick Glance:

• Scan inbox for engagement signals
• Prioritize conversations with activity
• Identify hot leads at a glance
• Sort by engagement level

In Conversation Details

Full Tracking Panel:

1. Open email conversation
2. View tracking sidebar (right panel)
3. See complete activity timeline

Activity Timeline:

• Every open event with timestamp
• Each link click with URL
• Device and location per event
• Chronological order
• Visual timeline

Example Timeline:

10:15 AM - Opened on iPhone (Miami, FL)
10:18 AM - Clicked "View Property Details"
10:20 AM - Clicked "Schedule Showing"
2:30 PM - Opened on Desktop (Miami, FL)
2:35 PM - Replied

In Contact Profile

Email Activity Tab:

• All emails sent to this contact
• Tracking data for each email
• Engagement trends over time
• Best times they engage
• Most clicked topics

Aggregate Stats:

• Total emails sent
• Average open rate
• Average click rate
• Response rate
• Engagement trend (increasing/decreasing)

Real-Time Notifications

Instant Alerts (optional):

• Desktop notification when email opened
• Mobile push when link clicked
• SMS alert for high-value leads
• Email digest of daily activity

Configure Notifications:

• Settings → Notifications → Email Tracking
• Choose which events trigger alerts
• Set quiet hours
• Select notification channels

Recommended Notifications:

• High-engagement alerts: Yes
• First open: Yes (for new leads)
• Every open: No (too noisy)
• Link clicks: Yes
• Replies: Yes (always)

Using Tracking Data

Prioritize Follow-ups

Daily Morning Routine:

Focus on High-Engagement:

• Multiple opens = very interested
• Link clicks = taking action
• Fast reply = hot lead
• These get priority over cold contacts

Re-Engage Non-Openers:

• Wait 3-5 days
• Try different subject line
• Change send time
• Shorter/different message
• Or accept not interested (for now)

Optimize Send Times

Identify Patterns:

• When do YOUR contacts open emails?
• Note patterns in tracking data
• Every market is different
• Your audience may differ from national averages

Track by Contact:

• John opens emails at 8am
• Sarah opens at lunch (12-1pm)
• Mike opens evenings (7-9pm)
• Schedule sends accordingly

A/B Test Send Times:

Test 1: Tuesday 9am vs Thursday 2pm

• Send identical email at different times
• Track which performs better
• Use winning time going forward

Test 2: Morning vs Afternoon

• Compare open rates
• Note which gets faster responses
• Optimize schedule

General Patterns (starting point):

• Best Days: Tuesday-Thursday
• Best Times: 9-11am, 2-3pm
• Worst Times: Before 7am, after 6pm, weekends
• Exception: Market updates work Sunday evening

Seasonal Adjustments:

• Summer: Later in day (after beach/pool)
• Winter: Earlier (home earlier)
• Holidays: Avoid sending day-of
• Tax season: Avoid April for buyers

Improve Content

Analyze Subject Lines:

High Open Rates (examples):

• "Quick question about [Address]"
• "[Neighborhood] market update - prices up 8%"
• "Found perfect home for you - [Address]"

Low Open Rates (avoid):

• "Monthly Newsletter"
• "Checking in"
• "Real Estate Update"

Best Practices:

• Specific > Vague
• Include numbers/data
• Personalize with name or property
• Create curiosity without clickbait
• Under 50 characters

Analyze Link Performance:

Which Links Get Clicked:

• Property photos: High clicks
• "Schedule showing" buttons: High intent
• Market reports: Medium engagement
• Social media links: Low clicks

Use Insights:

• Feature high-click content prominently
• Remove or minimize low-click elements
• Test different CTAs
• Optimize link placement

Link Placement Testing:

• CTA at top vs bottom
• Button vs text link
• One main CTA vs multiple options
• Image links vs text

Content Length Optimization:

Track engagement by email length:

• Short (under 100 words): Fast read, quick action
• Medium (100-300 words): Standard, balanced
• Long (300+ words): Comprehensive, detailed

Find Your Sweet Spot:

• Test different lengths
• Track which gets more engagement
• Balance thoroughness with brevity
• Match length to purpose

Segment by Engagement

Create Smart Segments:

Highly Engaged:

• Criteria: Opened 80%+ of last 10 emails
• Treatment: More frequent communication
• Focus: Active properties, timely opportunities

Medium Engaged:

• Criteria: Opened 40-80% of emails
• Treatment: Standard communication cadence
• Focus: Nurture with value content

Low Engaged:

• Criteria: Opened under 40%
• Treatment: Reduce frequency, try different approach
• Focus: Re-engagement campaign or archive

Not Engaged:

• Criteria: No opens in 30+ days
• Treatment: Final re-engagement attempt
• Focus: "Still interested?" message, then archive/unsubscribe

Advanced Tracking Strategies

Multiple Touch Attribution

Track which email in sequence drove action:

Email Sequence:

1. Initial outreach (market update)
2. Follow-up (property suggestions)
3. Check-in (availability)
4. Final ask (schedule call)

Which Worked?:

• Email #3 had 3 opens, 2 clicks → likely trigger
• Then replied to email #4
• Tells you: Persistence + specific properties = conversion

Optimize:

• More emails like #3
• Shorten sequence (skip #1-2 next time)
• Replicate winning formula

Competitive Intelligence

Track timing of engagement:

Pattern:

• Contact opens your emails immediately after work hours
• Likely viewing while commuting/relaxing
• Schedule sends for 5-6pm

Pattern:

• Opens on weekends, not weekdays
• Likely busy during work week
• Send market updates Saturday morning

Pattern:

• Clicks on luxury properties but not mid-tier
• Budget indicator
• Focus communications on high-end

Re-Engagement Campaigns

Use tracking to win back cold leads:

Re-Engagement Subject Lines:

• "Should I keep you updated?"
• "Still looking in [Neighborhood]?"
• "One last email from me"
• "Closing your account - respond to keep it"

Tracking Limitations

When Tracking Fails

Image Blocking:

• Some email clients block images by default
• Tracking pixel won't load
• Email opened but shows as not opened
• Impact: Under-reporting of opens (common)

Privacy-Focused Clients:

• Apple Mail Privacy Protection
• ProtonMail
• Some corporate email systems
• Impact: Opens shown but not real, or blocked entirely

Corporate Firewalls:

• Some companies pre-load emails (security scan)
• Registers as "opened" before recipient sees it
• False positive
• Impact: Over-reporting of opens

Forwarded Emails:

• If recipient forwards your email
• Their open tracked to original recipient
• Impact: Incorrect attribution

Mobile Preview:

• Some phones load email previews
• May count as open without full read
• Impact: Low-quality opens

Accuracy Considerations

Open Rate Accuracy:

• Generally 85-95% accurate
• Under-reports more than over-reports
• Actual opens likely higher than shown

Click Rate Accuracy:

• Very accurate (95%+)
• Hard to fake or block
• Most reliable metric

Location Accuracy:

• City/region level (not exact)
• Based on IP address
• VPNs can skew data
• Use as general indicator only

Don't Over-Rely on Tracking

No Open ≠ Not Interested:

• May have opened without images loading
• May have read on blocked client
• May have seen subject/preview only
• Follow up anyway if potentially valuable

Opens ≠ Serious Interest:

• Might be casual curiosity
• Could be competitor research
• May be accidental open
• Focus on clicks and replies for true intent

Use Tracking as ONE Signal:

• Combine with other data:
  • Property likes/favorites
  • Website visits
  • Pipeline stage
  • Previous conversations
  • Behavior patterns

Privacy and Compliance

Respect Privacy

Ethical Tracking:

• Don't mention you're tracking in conversation
  • ❌ "I saw you opened my email 5 times"
  • ✅ "Following up on the properties I sent"
• Use data to help contacts, not manipulate
• Respect unsubscribe requests immediately
• Protect tracking data (don't share publicly)

Be Helpful, Not Creepy:

• Use tracking to be responsive
• Don't over-reference tracking insights
• Natural follow-ups, not surveillance-based
• Build trust, don't break it

Legal Requirements

CAN-SPAM Compliance:

• Include physical address in emails
• Clear unsubscribe link (required)
• Honor opt-outs within 10 business days
• Don't email after unsubscribe
• System handles this automatically

GDPR Compliance (if emailing EU residents):

• Obtain consent before sending marketing emails
• Allow data access requests
• Enable data deletion
• Secure transmission and storage
• Privacy policy disclosure

CASL Compliance (Canada):

• Express or implied consent required
• Unsubscribe mechanism
• Clear sender identification
• Honor opt-outs

System Compliance:

• Panda IDX handles technical compliance
• Auto-includes unsubscribe links
• Processes opt-outs automatically
• Secures tracking data
• You focus on valuable content

Unsubscribe Handling

When Someone Unsubscribes:

• Immediately stops marketing emails
• Still can send transaction-related emails
• Contact remains in CRM (not deleted)
• Tracking stops for marketing emails
• Status shows "Unsubscribed"

Best Practices:

• Never manually re-subscribe someone
• Respect the choice
• Can still call/text (if permitted)
• Personal emails allowed (not bulk marketing)

Tracking Best Practices

Daily Routine

Morning (9am):

1. Review yesterday's sends - who engaged?
2. Create priority follow-up list
3. Respond to replies first
4. Call high-engagement contacts
5. Email medium-engagement contacts

Evening (5pm):

1. Check day's tracking activity
2. Set reminders for tomorrow
3. Note patterns (send time, subject lines)
4. Archive completed conversations

Weekly Analysis

Every Monday:

• Review last week's email performance
• Calculate open and click rates
• Identify top-performing emails
• Note what worked (subject, content, timing)
• Plan this week's emails based on insights

Metrics to Track:

• Overall open rate (target: 25-40%)
• Overall click rate (target: 3-10%)
• Response rate (target: 5-15%)
• Best day/time to send
• Best subject line formats

Monthly Optimization

Review and Improve:

• Segment contacts by engagement level
• Clean list (remove chronic non-openers)
• Update email templates based on data
• A/B test new approaches
• Share insights with team

Mobile Tracking

Mobile Features:

• Real-time push notifications when emails opened
• View tracking data on the go
• Quick call from high-engagement notification
• Track sent emails from mobile

Mobile Notifications Setup:

• Enable push for high-engagement events
• Disable for every single open (too noisy)
• Set quiet hours (evenings, weekends)
• Customize by lead temperature

Quick Reference

Troubleshooting

"Tracking shows no opens but contact responded":

• Their email client blocks images
• Tracking pixel didn't load
• They read in preview pane
• Solution: Focus on reply (highest engagement signal), ignore open data for this contact

"Showing opens from before I sent the email":

• Corporate email scanner pre-loaded
• Timezone confusion
• Solution: Ignore automated opens, focus on real engagement signals

"Too many opens to be real":

• Auto-refresh in email client
• Email forwarded to many people
• Preview pane constantly loading
• Solution: Focus on clicks and replies for this contact

"Location shows wrong city":

• Using VPN
• Corporate proxy server
• Mobile data from different city
• Solution: Use location as rough guide only