Inflated Clicks & Opens

Understanding Inflated Click and Open Rates in Email Campaign Reports

Creating and analyzing email campaigns might seem straightforward, but there’s an often-overlooked factor that can significantly skew your data: email bots.

The Role of Email Click Bots

Email click bots are automated programs designed to click on links within emails to verify their safety, preventing spam from reaching the recipient’s inbox. While this enhances security, it also means that the clicks recorded may not always represent real human interactions.

Distinguishing Email Spam Bots from Email Click Bots

• Email Spam Bots: These are malicious programs that send spam emails, spread malware, or engage in ad fraud by generating artificial clicks to inflate metrics.

• Email Click Bots: These bots, part of email security systems, click on links within emails to scan for potential threats, thereby inadvertently inflating click metrics.

Email Security Gateways

Email security gateways (or spam filters) scan inbound emails for threats, often by clicking on links within the emails. This scanning can lead to a high number of fake clicks, distorting your metrics.

Impact on Email Campaign Metrics

• All Emails Are Affected: Bot activity can skew your data regardless of the email service provider you use.

• High Click Rates from Single Domains: An unusually high number of clicks from a single domain may indicate bot activity rather than genuine user engagement.

Why Some Campaigns Are More Affected Than Others

1. Content Type:

   • Promotional vs. Informational: Promotional emails with numerous links and calls to action (CTAs) are more likely to be scanned by bots compared to simple informational emails.

   • Attachment Inclusion: Emails with attachments or links to downloads are often scrutinized more by security systems, leading to higher bot activity.

2. Target Audience:

   • Corporate Recipients: Emails sent to corporate domains are more likely to go through stringent security filters compared to those sent to personal email addresses.

   • Geographical Differences: Certain regions may have more rigorous email security practices, impacting email campaigns differently based on the recipient's location.

3. Frequency and Volume:

   • High-Frequency Campaigns: Campaigns that are sent frequently may trigger more aggressive scanning from security systems.

   • Large Recipient Lists: Larger email blasts are more likely to encounter varying security measures, increasing the likelihood of bot clicks.

4. Link Density:

   • Number of Links: Emails with a higher number of links are more likely to attract bot clicks as each link is checked for security purposes.

   • Type of Links: Links directing to unfamiliar or non-mainstream websites might be more frequently checked by security bots.

5. Past Interaction History:

   • Previous Engagement: Campaigns sent to recipients with a history of high engagement might be flagged for additional security checks.

   • Blacklist/Whitelist Status: Emails from domains that are not whitelisted by recipients' email servers may be subject to more rigorous scanning.