Deliverability Dispatch #003
A weekly newsletter to help you reach your audience.
Today's newsletter is inspired by a reply I received from a lovely subscriber (thank you!). Here's what she said:
Hi Alyssa! Question for you. I know that some email programs automatically mark emails as opened. But does this happen with clicks too?
I just sent a newsletter and immediately there were over 1,000 clicks... seemed strange since I didn't even have that many opens in the same amount of time. When I checked what the clicks were I noticed several of the links had exactly 203 clickers. Do some programs also mark all hyperlinks as "clicked"?
Let's talk about automatic clicks
In light of the recent-ish changes Apple made to how they load image pixels, automatic opens have been getting a lot of attention. I certainly understand why! However, automated clicks don't get quite the same attention, but they can be equally frustrating.
Have you ever sent an email to your list and noticed a large number of clicks happen right after the message is delivered? Or maybe you've noticed that some subscribers click every single link in your email? These are signs of automatic clicks that are not happening by humans but instead are happening by bots.
Why do bot clicks happen?
You might have subscribers on your list who are using strict spam filters like Barracuda. These subscribers will have custom domains (like alyssadulin.com instead of gmail.com) but not all subscribers with custom domains are using strict filters that check links.
For the subscribers who do have these strict filters, the filters will often open all of the links in the message to scan them for safety.
How can I tell which subscribers are automatically clicking links?
The best way to tell if a subscriber's spam filter is auto-clicking links is by adding a hidden URL somewhere in your message. For example, you could add a URL to a "." or " " within your message that can't be easily identified by a human. Then, in your reporting, whichever subscribers clicked the hidden link are very likely to have bot clicks enabled.
How can I prevent automatic clicks?
While there's no way to completely prevent them, there are some steps that can help you reduce bot clicks:
I hope this was helpful! Have a question you'd like me to cover? Reply and let me know! I'd love to hear from you.