What If Your Email Metrics Are Off: Who’s Really Clicking on Your Emails?

Email marketing experts recommend following the best and latest best practices: personalizing content, sending it only to relevant audiences, targeting and creating accurate characters whenever possible, cleaning your database, avoiding adding contacts to purchased lists and so on.

This is great if you want to create enhanced email campaigns. But what if our statistics are incorrect due to spam robots?

Marketers are increasingly complaining about email performance statistics. From instant click statistics to incompatible data between your CMS and the Marketing Automation Software / System / Solution Tool (MAS), the buzz collides with email clicks. It is common to see an email with high clickthrough rates that are not possible due to the open rate.

First, check your ship’s reputation

Let’s start easily. Is your company a reliable sender or have you ended up in the alternative universe of spammers and no longer have access to the mailbox of the desired target group? Checking your email domain’s reputation is a quick way to see if your email can reach people’s inboxes or get caught by spam robots from the start.

Consult your web analysis

The first step in combating a spam problem is to see if you have one to start with. A first step in verifying that the performance metrics you’re seeing are BS emails is to consult your web analytics.

Sector: Secret landing page

A ‘secret’ landing page, as I like to call it, is exactly what it looks like: a hidden landing page designed to detect collisions

A secret landing page can be defined as a fictional program in your MAS tool and added to multiple emails in an invisible and hidden location where no real user can click on it.

 Custom UTMs

You can also create specific UTMs to track spam links. Put a hidden link somewhere in an email so that only a bot, not a real person, can see and click on it. Then, create a smart list to see how many clicks the UTM link is receiving.

Next steps

Now that you understand if you’ve had a problem with the spam bottle and who is to blame for your database, it’s time to take action.

Third-party vendors can help you get even more specific and investigate factors such as contacts who received / opened an email and clicked on the secret link at the same time. If you assume that you do not have access to these types of advanced tools, continue with your smart lists.

After using smart lists to find that click, the next step is to find out if they are legitimate contacts. View contacts in your contact lists and activity reports. You can blacklist or suspend what you consider to be bots to receive communications and affect email performance.