Why Open Tracking May Cause More Harm Than Good

Understanding the Inaccuracy of Open Rates

Have you ever wondered why your email open rates aren't as accurate as you'd like them to be? Traditional open tracking methods often provide misleading statistics, but understanding why can help you find better ways to measure engagement.

How Are Open Rates Tracked?

Open rates are typically tracked using a 1x1 pixel transparent GIF image embedded in each email. This image includes a unique reference, and when it is downloaded, it triggers an open event, signaling that the email has been viewed.

The Problem with Open Rates

However, open tracking is generally not accurate because each inbox handles incoming emails differently:

1. Image Blocking: Many inboxes do not download images by default or block/cache assets through a corporate firewall, preventing the open event from being tracked.
2. Pre-Scanning: Some inboxes open emails to scan for malware or protect user privacy before delivering them to the recipient. This pre-scanning can trigger an open event without the recipient actually reading the email.

Due to these variations, open tracking is not a statistically accurate way to determine if your users are engaging with your content.

Impact on Inbox Placement

While open tracking should not affect whether your email is delivered, it can impact its placement in the recipient's inbox. Since trackers are often used by marketers and spammers, inbox providers may categorize emails with trackers as promotional or spam. To maximize inbox placement, it’s advisable to disable open tracking for transactional emails.

Alternatives to Open Tracking

Instead of relying on open rates, Globistack tracks links to provide a more accurate view of engagement:

1. Track Clicks: Monitoring link clicks provides a more granular view of engagement. If a recipient clicks a link, you know they read parts of your email and took action.
2. Track Metrics Outside the Inbox: Often, emails are sent to drive actions like increasing page visits or converting free users to paid ones. Tracking these metrics outside the inbox can give you a clearer picture of your email's impact.

Globistack Marketing Management: Our Approach

At Globistack, we understand the potential harm of traditional open tracking, which is why we offer the option to track or not to track opens in our email campaigns. We also focus on more reliable metrics to measure engagement. We track every link that has been openend. Since our software is all-in-one, the Contact Management features take care of collecting that data so that you can use it to grow your business efficiently.

Conclusion

Traditional open tracking can lead to inaccurate statistics and negatively impact your email placement. By focusing on link tracking and external metrics, Globistack Marketing Management ensures you gain a better understanding of your email performance and ensure your messages reach their intended audience.