The ubiquity of social media has changed the landscape for online marketers, but there’s one bit of data that almost every dedicated salesperson remembers: email marketing is still very effective. This has led to an enormous propagation of CRM (Customer Relationship Management) programs that do all sorts of insanely complex things. Chief among them is giving online marketers the ability know if and when their intended recipients have opened an email message, and whether or not they clicked on the provided links within. Yesware is a new(ish) productivity plugin that allows for this, and it could prove to be an indispensable tool for marketers who want to track and hone the effectiveness of their marketing messages.
Yesware works with Google Chrome and Mozilla Firefox, and requires an originating Gmail address to function. It’s been around for a couple of years as a desktop tool for marketers, but recently the company released an iPhone app that enables users to send and track emails remotely.
The way it works requires no in-depth knowledge of CRM systems or any of that other funky stuff. Simply launch the application and key in the login credentials for your Gmail account. The application will then import your Gmail contacts list and the entire contents of your inbox. From here, you can receive, read, respond to, create and send email messages. The “read” status of every message that goes out through the app is reported in a separate tab labeled Sales Stream, which updates automatically when a sent email is read. The app also tells you the recipient’s approximate location (if their location services are enabled) and what platform they used to access the message — a bit “stalkery,” perhaps, but tres cool for salespersons and marketers who want to time their follow-ups accurately.
Although Yesware is rather easy to use, it’s far from perfect. It works well enough for a freebie, but there are some missing elements that could otherwise cement it as a truly necessary app for the on-the-go marketer. For example, the desktop version of Yesware lets you know if a recipient has clicked on a hyperlink included in the body of your message. If more than one hyperlink was included, it reports which link was clicked. It also lets you know which, if any, email attachments were opened. None of this is available in the mobile app version, however, and there isn’t even any support for file attachments, further hindering its effectiveness.
On the upside, the Yesware mobile app is fully integrated with that desktop plugin, so any emails sent or received remotely will show up on both dashboards. This way, the nitty-gritty details can still be received. It just means that you have to login to the desktop version in order to receive it all.
So there is still some room for improvement, but overall Yesware provides an easygoing way to complete a complex task. For those who think it might help boost their business, it’s available now for free from the iTunes store.