What are machine clicks and what do they have to do with email?

Have you seen a surprising rise in open and click rates that don’t match a change in marketing incentives?

Or maybe you’ve seen a sudden, large batch of unsubscribes for what seems like no reason?

Believe it or not, all the above are possible signs of machine or server clicks skewing your email data. And if that’s a term that sounds completely new to you, don’t worry, we’re here to explain it all!

Essentially, a machine click is when the anti-spam filter of the receiving mail server checks the validity and integrity of a potentially suspicious link in an email.

 

For example, if Gmail’s anti-spam filters are suspicious of your email, they will click the links to ensure that they’re not malicious.

An anti-spam filter may only click on some links, or it may click on the links in an email. Based on these checks, the anti-spam filter may deliver the email to the inbox or junk it as spam.

 

So, why does this impact my email marketing?

Any good (email) marketer knows that obtaining accurate statistics about your campaigns is vital to improving how you market to your audience. Not knowing whether a human or server took an action within an email campaign often leads to inflated metrics and inaccurate segmentation of your database.

It also means you may not actually be reaching your intended recipient as these machine clicks could click that unsubscribe button too!

This may all sound like doom and gloom for email, but fear not, we’ve been working on a solution for our TouchBasePro users

 

What we’ve done to help with machine clicks

You may have noticed something like this in your email campaign snapshot report:

Our developers have been hard at work implementing technology to assess actions taking place in your email campaigns.

TouchBasePro will now help you potentially identify your true email metrics, giving you an idea of how many suspected machine clicks have taken place in a campaign and further, giving you the ability to filter these out in your snapshot report.

Pretty nifty, right?

Not only will this help you get a true reflection of your campaign statistics, but also act as an early-warning system for your database. Getting too many machine clicks may indicate the need to look at who is in your database and how to segment these folks in the right way.

 

What does this mean for me?

Well, if you’re a current TouchBasePro user, you don’t have to do a thing! Simply begin monitoring your statistics and ensure to be alert when a substantially elevated level of machine clicks occur.

But what if I’m using another platform, you be asking?

This is also pretty simple. We’d love to work with you! Click here and leave your details to find out more about migrating to TouchBasePro, today. We’d love to welcome you to our family 😊