Underreported opens can occur if you have a higher number of emails being delivered to a spam folder, or are an unrecognized sender. In cases like this, the recipient can still read the email contents without registering it as an open. There are times when images are not automatically downloaded, instead the recipient is given the option to download images once the email is already opened. Many email clients (Microsoft Outlook, Apple Mail on your iPhone, and Gmail) don’t always load images on the email open. This is how email open rates are calculated in most email tracking services.Īlthough this is the most reliable way of tracking opens, it is not 100% accurate. When the email is opened, the image is called from the server and counted as a view or an ‘open’. Small images (also known as tracking pixels) are loaded from a tracking server with a coded filename. One of the more common ways to track email opens is known as Web Beacon Trafficking.
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On the plus side, if you do receive an email receipt notification, it is because the recipient expressly authorized it. If you don’t know what email client the recipient is using, the notification could end up in a black hole.īecause of this, it is uncommon to use, and not very reliable as a tracking option. This can be a more invasive notification system, and only works if sent from and to the same email client (if you send to a gmail address, it will ignore this request). In order for a notification to be received, the recipient must allow read receipts in their settings, or authorize the sending of a receipt.
Trackable Links (tracked links inserted into email content)Ī feature found in Microsoft Outlook and a few other email clients, read receipts are an opt-in way to see if an email has been opened.Image pixels (tracked images inserted into email content).
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Due to these constraints, there is no 100% accurate indicator that a message was opened or read by the recipient. There is no ‘standard’ for email tracking, metrics such as opens and clicks are generally cobbled together from other web tracking technologies such as cookies and web beacons. Let’s start with the question: what exactly is email tracking, and how are emails tracked?Ĭommonly associated with email marketing campaigns, email tracking can provide the email sender with details about if and how a recipient has interacted with the content.
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