All email service providers will have standard reporting that will allow you to analyse the success of your open, click and delivery rates. The tricky part is how you use this information to learn more about your customer.

Use the analysis to identify correlations between data sets, to understand what the common patterns of behaviour are and then to define how you will respond to your customers.

Whether the goal is to find more active subscribers, to re-engage the less active groups of clickers and openers, or simply to just clean your database, tracking combined with analysis will give you a better understanding of your customer behaviour and how they interact with your brand.