How Emails are Tracked

In order to track emails, our Marketing Automation Platform inserts a hidden piece of HTML code called a web beacon into the email.


Web beacons are a common method for tracking internet activity. Each time a recipient pings the web beacon, which happens when the email is viewed with images on, the application tracks the email as opened.


For this reason, the application only tracks "rich text" and HTML messages, not plain text messages. These email types include images that need to be retrieved from a server in order to be displayed. The server logs certain details like IP address, the date and time, and more. The act of retrieving the image is how we are able to report on email engagement.


If an email client such as Outlook or Gmail blocks images from downloading, then the application cannot register the email as opened. However, any contact that clicks an email without downloading images will still count as an implicit open..


We currently track all data at the time our reporting system records a metric (for example, an open occurs, a click occurs, etc.), and not at the time an email is sent.

If a contact was removed from a list or segment that an email was sent to, then the report for that message and delivery would include data for that contact in the message and delivery report, but not in the delivery recipient reports.


For more information on your email metrics, contact our support team today.

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