nadworks
Active Member
We, at the DMA email council, have just discussed the rise of so-called Server Clicks and how they affect already challenging engagement data gathering from email campaigns. I thought this might be of value to share here. The most digestible summary is probably this one:
www.campaignmonitor.com
In essence, receiving ESPs are increasingly testing links in emails before determining their spam rating and before the recipient sees the message. This leads to a lot of non-human interactions with emails and - at the worst - unsubscribes that were not done by the users.
The article makes some suggestions for the prevention of false click data, the most valuable would likely be the double opt-out. But in essence, while this is good for the individual, it's making email marketing, database hygiene and message relevancy even more difficult.
Demystifying Deliverability: Everything You Need to Know About Server-Clicks
Everything you need to know about server-clicks, how they could be skewing your email metrics, and what to do about them.
www.campaignmonitor.com
In essence, receiving ESPs are increasingly testing links in emails before determining their spam rating and before the recipient sees the message. This leads to a lot of non-human interactions with emails and - at the worst - unsubscribes that were not done by the users.
The article makes some suggestions for the prevention of false click data, the most valuable would likely be the double opt-out. But in essence, while this is good for the individual, it's making email marketing, database hygiene and message relevancy even more difficult.