Every email Tormano sends is tracked at the recipient level.
Open tracking
A 1×1 invisible pixel at the bottom of the email. When the recipient's mail client loads images, Tormano logs an "open" event with timestamp and (if available) approximate location. Apple Mail's Privacy Protection inflates open rates artificially — Tormano doesn't have a clean fix for that, but you can filter Apple Mail Privacy opens out of campaign reports.
Click tracking
Every link in the email gets rewritten to go through Tormano's redirect URL, then to the destination. The redirect logs the click event before forwarding the user. If the recipient hovers over a link, they see the redirect URL, not the destination — some recipients view this as suspicious. Disable click tracking per-template if your audience is privacy-conscious.
Unsubscribe tracking
The unsubscribe link points to a one-click confirmation page. After confirming, the contact is added to your suppression list and their record gets an unsubscribe timestamp.
Reading the metrics
- Open rate = unique opens / delivered.
- Click-through rate (CTR) = unique clicks / delivered.
- Click-to-open rate (CTOR) = unique clicks / unique opens. Better measure of email body quality.
- Bounce rate = bounces / sent. Above 5% means your list is dirty; clean it.
- Unsub rate = unsubs / delivered. Above 0.5% means you're sending too often or to the wrong people.