Summary
The consensus is that using 'tracker' in a subdomain is technically not inherently spammy. However, it can raise concerns and distrust among more tech-savvy recipients due to the explicit nature of the term. A subdomain's reputation and sending practices have a greater impact on deliverability. Experts recommend transparency with recipients about tracking practices and suggest using more neutral or descriptive subdomain names like 'click,' 'link,' or 'image.' Shorter, branded subdomains can be preferred.
Key findings
- Technically Not Spammy: Using 'tracker' in a subdomain is not inherently flagged as spam by mailbox providers or spam filters.
- Perception Matters: The explicit nature of 'tracker' can raise privacy concerns and distrust among some users, potentially leading to increased spam reports or lower engagement.
- Reputation is Key: A subdomain's reputation, determined by sending practices and engagement metrics, is more important for deliverability than the name itself.
- Transparency is Recommended: Being transparent with recipients about tracking practices and intentions can help mitigate negative perceptions and build trust.
- Alternatives Exist: More neutral and descriptive subdomain names, like 'click,' 'link,' or 'image,' can be preferable for avoiding negative connotations.
- Subdomains are Separate: Email Providers treat subdomains are separate entities, which means that the best practices of other subdomains will not impact the tracker subdomain.
Key considerations
- Audience Awareness: Consider your audience's technical knowledge, privacy sensitivity, and potential perceptions of 'tracker'.
- Transparency Practices: Be transparent with recipients about what is being tracked and why, providing clear explanations and opt-out options.
- Subdomain Naming: Explore alternative subdomain names that are more neutral, descriptive, or aligned with your brand, avoiding potentially negative connotations.
- Reputation Management: Focus on building and maintaining a positive sending reputation for the tracking subdomain through responsible email practices.
- Technical Best Practices: Implement proper authentication protocols (SPF, DKIM, DMARC) and adhere to email deliverability best practices to avoid being flagged as spam.
What email marketers say
10 marketer opinions
While technically not inherently spammy, using 'tracker' in a subdomain can raise concerns among tech-savvy users and impact perception. Email marketers suggest it's more important to focus on sender reputation and transparency with recipients about tracking practices. Shorter, branded subdomains are preferred, and the subdomain's reputation and adherence to email best practices are crucial. Ultimately, whether or not to use the term 'tracker' comes down to the audience and a commitment to transparency.
Key opinions
- Not inherently spammy: Using 'tracker' in a subdomain doesn't automatically trigger spam filters.
- Perception matters: The term 'tracker' can raise concerns and distrust among some users.
- Reputation is key: The subdomain's reputation and sending practices have a greater impact on deliverability.
- Transparency: Being transparent with recipients about tracking practices is recommended.
- Branding: Shorter, branded subdomains can improve click-through rates.
Key considerations
- Audience: Consider your audience's technical knowledge and sensitivity to tracking.
- Transparency: Be open with recipients about what is being tracked and why.
- Alternatives: Explore more neutral or descriptive subdomain names.
- Reputation: Prioritize building and maintaining a positive sending reputation on the subdomain.
- Best Practices: Adhere to email deliverability best practices to avoid being flagged as spam.
Marketer view
Email marketer from Reddit shares that spam filters primarily focus on content, sender reputation, and engagement metrics. While a subdomain name like 'tracker' might slightly increase scrutiny, it's unlikely to be the sole factor determining whether an email lands in the spam folder.
19 Feb 2024 - Reddit
Marketer view
Email marketer from Digital Marketing Forum shares that they prefer to use a shorter, branded subdomain for tracking links because it looks cleaner and can improve click-through rates. However, they don't see a huge issue with using 'tracker' unless it directly impacts your sender reputation.
28 Sep 2021 - Digital Marketing Forum
What the experts say
4 expert opinions
Experts suggest that while 'tracker' isn't inherently negative, alternatives like 'click,' 'link,' or 'image' may be preferable as they are neutral and descriptive. SFMC uses 'click.sub.domain.com' by default. Mailbox providers focus on engagement and the destination of the click, not the subdomain name itself. Transparency with recipients about tracking is crucial. If you are transparent, then it's acceptable.
Key opinions
- Neutral alternatives exist: Terms like 'click,' 'link,' and 'image' are good alternatives to 'tracker'.
- Transparency is key: Be upfront with recipients about tracking practices.
- MBPs focus on engagement: Mailbox Providers prioritize engagement and the destination of the link.
- SFMC default: SFMC uses 'click.sub.domain.com' by default.
- Acceptable if transparent: Using the word 'tracker' is fine as long as your email recipients understand what is being tracked and why.
Key considerations
- Choose descriptive names: Select a subdomain name that clearly indicates its purpose.
- Prioritize transparency: Ensure recipients are aware of and comfortable with tracking practices.
- Consider mailbox provider focus: Focus on engagement and avoid linking to spammy sites.
- Audience Awareness: Be aware that despite efforts to make things clear, not all recipients will know what is happening even when its clear to the marketer
Expert view
Expert from Email Geeks shares that if you’re using it for click tracking then click.domain.com is one they see fairly often that’s neutral and descriptive.
29 Jun 2023 - Email Geeks
Expert view
Expert from Word to the Wise emphasizes the importance of transparency with recipients regarding email tracking. While using 'tracker' in a subdomain isn't inherently negative, it's crucial to ensure recipients understand what is being tracked and why. If the intention is to be transparent, then using the word 'tracker' is fine.
21 Nov 2021 - Word to the Wise
What the documentation says
5 technical articles
Technical documentation from Google, SparkPost, Microsoft, and AWS indicates that using 'tracker' in a subdomain is unlikely to directly cause emails to be marked as spam. Subdomains are treated as separate entities for reputation. The primary factor influencing deliverability is the reputation of the subdomain itself and adherence to email sending best practices. RFCs do not address naming conventions.
Key findings
- Subdomains are separate: Subdomains have their own reputation, independent of the main domain.
- Tracker OK technically: Using 'tracker' in a subdomain is not inherently a technical issue.
- Reputation is key: The subdomain's reputation and sending practices are the primary determinants of deliverability.
- Best practices matter: Following email sending best practices is crucial for maintaining a good reputation.
- RFCs are irrelevant: RFCs focus on technical standards, not marketing or naming conventions.
Key considerations
- Subdomain reputation: Monitor and maintain a good sending reputation on the tracking subdomain.
- Best practices: Implement proper authentication (SPF, DKIM, DMARC) and avoid spam triggers.
- Sending practices: Ensure email content is relevant and engaging to avoid spam complaints.
- Technical setup: Correctly configure DNS records for the subdomain (MX, A records, etc.).
- Monitoring: Monitor deliverability metrics and adjust practices as needed.
Technical article
Documentation from RFC Editor details technical specifications for email systems, but doesn't directly comment on the impact of naming conventions such as 'tracker'. RFCs focus on the technical aspects of email delivery protocols and standards, not on marketing best practices.
15 Jun 2025 - RFC-Editor
Technical article
Documentation from Google Search Central explains that subdomains are treated as separate entities from a reputation standpoint. Therefore, using 'tracker' in a subdomain will likely not affect the overall domain's reputation unless the tracker subdomain itself is sending spam or engaging in activities marked as spammy.
2 Mar 2023 - Google Search Central
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