In the realm of marketing, a high click-through rate (CTR) is the pinnacle of success. A well-performing email marketing campaign with a high CTR signifies a targeted audience that has been effectively engaged. However, inaccuracies in click data can pose significant challenges.
This is where email click bots enter the picture. If not properly filtered, these bots can account for over 20% of your total clicks, often driven by sophisticated anti-spam bots that are only becoming more prevalent. This Coalition Technologies guide will delve into why it’s crucial to filter these clicks.
These bots are automated programs designed to safeguard users from malware and spam. Familiarize yourself with X-headers and SpamAssassin logs, which are instrumental in tracking spam filtering. SpamAssassin assigns a spam score to emails based on their likelihood of being spam.
Automated email programs operate similarly, mimicking human behavior by clicking on links, thereby inflating the CTR of email campaigns. Despite appearing harmless, these bots are often used to manipulate data and fabricate engagement. This practice can be detrimental to both individuals and businesses.
Email bots can transform your engagement indicator, CTR, into a myriad of false positives. They can:
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Incorrect click data from bots can also disrupt trigger-based marketing automation. Many email marketers rely on trigger-based automation to create personalized and dynamic customer journeys. However, bots can throw this delicate balance off course.
Consider a Black Friday campaign’s introductory email with a ‘Learn More’ button that triggers a follow-up email. If that click is from a bot, the user may receive a follow-up email for an email they never opened, leading to irrelevant emails and potential unsubscribes.
Anti-spam bots may seem concerning, but they are a necessary component. Metrics like the spam score are beneficial, as they protect you and your customers from malicious actors. Email service providers (ESPs) recognize this and often allow email bot clicks, as they are effective in combating spam.
The problem arises when artificial clicks exceed human clicks, signaling that something in your emails is triggering email bots. This could indicate:
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If your click data appears suspicious, immediate adjustments are needed. You can identify this discrepancy by comparing your ESP’s metrics with Google Analytics or another third-party tool.
Email click bots present unique challenges across various sectors, with regulated industries facing greater scrutiny and potential repercussions. Let’s examine how improper filtering of email bot clicks can impact regulated industries.
While personal emails may be less regulated, the consequences of carelessness can be costly for businesses. A surge of unwanted follow-up emails can impact your bottom line and make subscriber recovery nearly impossible.
Now that we understand the importance of clean click data, let’s discuss best practices for reducing excess email bot clicks.
Expert guidance is invaluable in combating email bots and enhancing marketing campaign performance. With nearly 15 years of experience in email marketing, Coalition Technologies has been at the forefront, utilizing x-headers to track email metrics and crafting data-driven strategies to increase sales. We’ve helped hundreds of clients generate millions in revenue with our email campaigns. Contact us for a free consultation today.
