In the digital ecosystem, email remains one of the most reliable and cost-effective channels for customer engagement. But its true value is realized only when businesses can pinpoint how each email contributes to their bottom line.
At Smoketrees Digital LLP, we recently engineered a robust email marketing platform that goes beyond basic open and click tracking. It enables companies to quantify campaign performance all the way to revenue — providing clear visibility into what drives conversions.
1. Scalable Email Delivery with AWS SES
We powered our system using Amazon Simple Email Service (SES), leveraging its scalability and high deliverability to send campaigns across multiple segments with confidence. The platform captures:
- Deliveries and bounces
- Complaint feedback
- Real-time status updates
2. Engagement Tracking: Opens and Clicks
To assess campaign engagement, we built two layers of tracking:
Open Tracking
A tracking pixel embedded in each email logs when the message is opened — giving you insight into how many recipients are engaging with your content.
Click Tracking
Each link is routed through a tracking endpoint that logs the click event before redirecting to the website. This enables granular measurement of user intent and link-level performance.
Product managers can now analyze open-to-click conversion, identify popular CTAs, and optimize content based on empirical data.
3. Sales Attribution through Cookie-Based Tracking
Here’s where our system stands out.
Each email is stamped with a unique campaign ID, which is saved as a session cookie when a user lands on the website after clicking the email. If this session results in a purchase, the sales value is automatically attributed to the campaign.
This closes the loop between clicks and actual revenue, unlike typical email analytics.
How this benefits your business:
- Measure true campaign ROI
- Discover which content drives revenue, not just traffic
- Make data-backed marketing investments with confidence
4. Real-Time Campaign Dashboard
All campaign metrics are consolidated into an intuitive dashboard, showing:
- Total emails sent, delivered, and opened
- Click-through rates
- Bounce and spam complaints
- Sales generated per campaign
- Conversion rate (email-to-sale)
This gives decision-makers like CMOs and product teams an at-a-glance understanding of campaign performance and financial impact.
Conclusion
A campaign’s success shouldn’t be judged by opens or clicks alone—it’s about contribution to revenue. Our email marketing and analytics system empowers teams to run smarter campaigns, track ROI with precision, and make data-driven decisions that have real business impact.
If you’re keen to adopt marketing automation that’s truly accountable, we’d be delighted to help you get started.
