The Tracking Pixel Problem
Open tracking works by embedding a tiny invisible image in your email. When the email is opened, the image loads from a server, recording the open.
Here's the problem: Spam filters know this too.
How Tracking Pixels Trigger Spam Filters
| What Filters See | What It Signals |
|---|---|
| Invisible 1x1 image | Classic tracking technique |
| External image URL | Potential phishing/tracking |
| Same pattern across thousands | Bulk email system |
The Data on Tracking vs Deliverability
Studies show:
- Emails with tracking pixels: 10-15% lower inbox placement
- Emails without tracking: Higher deliverability rates
- The difference is most pronounced with enterprise security (Proofpoint, Mimecast)
Why Reply Rate Is the Only Metric That Matters
Open rate tells you: Someone might have seen your email (or their preview pane loaded it, or spam filter scanned it)
Reply rate tells you: Someone engaged enough to respond
| Metric | What It Actually Measures | Business Value |
|---|---|---|
| Open rate | Image loaded | Low |
| Click rate | Link clicked | Medium |
| Reply rate | Human engaged | High |
But How Do I Know If Emails Are Working?
Track what matters:
- Reply rate - Positive responses / emails sent
- Bounce rate - Delivery failures
- Meeting rate - Replies that become calls
If you're getting replies, your emails are being delivered and read. If you're not getting replies, tracking opens won't help you.
Tools That Get This Right
We track:
- Delivery success/failure
- Reply detection
- Positive reply classification
We don't track:
- Opens
- Link clicks
- Forwarding
Key Takeaway
Tracking pixels hurt deliverability and provide low-value data. Reply rate is the only metric that matters - and it doesn't require any tracking technology.