Introduction
When email marketers hear about bot clicks and proxy opens, they often think of inflated metrics and distorted reports. These clicks can be frustrating as they distort performance metrics, making the click rate an unreliable indicator of engagement. As a marketer, the goal is to measure real user interactions, not automated activity. But what if these seemingly problematic signals can also provide valuable insights?
Before we dive into the benefits of bot clicks in email marketing, let’s clarify what these terms mean and outline the difference between a bot click and a proxy open.
TL;DR: Bot clicks and proxy opens in email marketing can distort engagement metrics, but they aren’t all bad. These automated actions, triggered by security systems, actually confirm deliverability, list hygiene, and sender reputation. By recognizing their patterns and using smart filtering tactics (like invisible links), marketers can separate real engagement from automated activity—and even gain insights to optimize email performance.
What are bot clicks in email marketing?
A bot click happens when an email security system scans and clicks on links within an email before it reaches the recipient’s inbox. This often happens immediately after the email is sent. Bots are commonly used within specific organizations, meaning all recipients sharing the same root domain may be impacted. Systems like Mimecast or Microsoft Defender often perform these actions to detect phishing attempts or scan for malicious links.
What is a proxy open?
A proxy open occurs when an email is opened via a security system or privacy filter rather than by the actual recipient. These opens often happen in corporate security systems (like Proofpoint or Barracuda). A proxy open also includes other privacy-focused email clients that prevent tracking. Notably, Apple Mail Privacy Protection (MPP) which automatically loads images, including tracking pixels, to mask user activity.
How can marketers use bot click and proxy open metrics?
Bot clicks in marketing emails and proxy open metrics can become easily inflated, and can potentially create noise. But they can also offer useful insights into deliverability. Instead of dismissing them as bad data, marketers can utilize them to confirm active inboxes, improve sender reputation, and adjust tracking methods to focus on real engagement. Here’s how:
- Confirm deliverability: Bot clicks in marketing emails confirm the email was delivered and wasn’t flagged as spam or phishing. Nice work!
- Assess list hygiene: Security system activity confirms that an inbox is neither abandoned nor deactivated. Even if the recipient’s engagement is in question, you know that the email address is valid. Further, you’ve followed important technical requirements because you were accepted by the recipient’s organization.
- Establish a baseline: Since both proxy opens and bot clicks remain consistent, you can use them to set a baseline. Then, any variations from that norm can alert you to potential deliverability concerns.
- Watch for blocklist signals: A lack of inflated opens could mean you have been added to a blocklist and security bots aren’t checking the email because the server assumes you’re a malicious actor.
- Understand ISP sender reputation: Bot and proxy clicks signal that email providers like Gmail, Outlook, and Yahoo consider you a legitimate sender.
Though there are benefits to understanding these inflated metrics, it’s essential to adjust how you measure success. Look at bot clicks in marketing emails as engagement signals to help identify currently active email addresses. Continue to keep proxy-opened emails on your list because they indicate a live inbox! But because we can’t treat proxy opens as direct engagement, be sure to track other actions like visiting landing pages, website visits, and form submissions to differentiate bot clicks from real engagement.
Mitigate false engagement signals from bot clicks and proxy opens
Bots tend to click on random links, which can distort engagement metrics and lead to inaccurate results. To mitigate this, consider implementing a couple key strategies:
- One effective approach is embedding an invisible link within emails. Since real users won’t see or interact with it, any clicks can be attributed to bots. This makes it easier to filter out automated activity.
- Additionally, to improve the unsubscribe process and prevent accidental opt-outs, replace the 1-click method with a two-step confirmation. This requires users to verify their unsubscription on a dedicated landing page. It ensures intentional action while also providing an opportunity to offer alternative options, such as adjusting email preferences or reducing email frequency.
As you can see, many of these inflated interactions are to protect end users. Email marketers have learned that even though bot clicks in marketing emails do not come from real users, they can still offer valuable insights if you know how to interpret them. Soon, Act-On will launch True Open, a proprietary feature that uses AI to provide clarity into the origins of automated vs. human clicks.
By understanding the benefits of these automated interactions, email marketers can fine-tune their reporting, optimize deliverability, and build more accurate engagement strategies.
Summary
Bot clicks and proxy opens, while often viewed as nuisances in email marketing, can actually provide valuable deliverability insights. These automated actions—typically caused by corporate security systems or privacy protections—confirm that emails are reaching live inboxes, adhering to security standards, and maintaining sender reputation. While inflated metrics can mislead performance tracking, smart strategies like invisible links and two-step unsubscribes help filter bot activity. Embracing these signals as part of a holistic deliverability strategy allows marketers to fine-tune engagement metrics and ensure more accurate reporting.