'Server Clicks' - what, why and how...


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:

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.