Summary
Using non-HTTPS engagement tracking in email marketing negatively impacts deliverability through multiple pathways. Firstly, it erodes user trust, as browsers increasingly block or warn against mixed content, implying Google's concern over security. This leads to lower engagement rates, signaling to ISPs that the sender may be less reputable. Secondly, many email clients default to blocking images and tracking pixels served over HTTP, resulting in inaccurate tracking data. Thirdly, non-HTTPS tracking links are vulnerable to interception and manipulation, compromising data integrity. Security protocols such as HTTPS are crucial for authentication, data encryption, and preventing man-in-the-middle attacks, which is why ISPs are starting to penalize senders using HTTP links. By using HTTPS, emails are more protected from spam and phishing attacks as well as security warnings and promote data integrity and privacy, improving the likelihood that emails reach the inbox.
Key findings
- Reduced User Trust: Mixed content warnings and blocking of HTTP resources reduce user trust.
- Lower Engagement Rates: Decreased user interaction signals lower sender reputation to ISPs.
- Inaccurate Tracking Data: Blocking of HTTP tracking pixels results in skewed and unreliable metrics.
- Security Vulnerabilities: Non-HTTPS links are susceptible to interception and manipulation.
- ISPs Penalize HTTP: ISPs are increasingly penalizing senders using HTTP links.
- Increased Spam Risk: Lack of HTTPS makes emails more vulnerable to being marked as spam and phishing attacks.
Key considerations
- Implement HTTPS: Ensure all tracking links and resources are served over HTTPS.
- Monitor Engagement: Closely monitor engagement rates to detect any deliverability issues.
- Update Security Protocols: Keep email security protocols updated to prevent vulnerabilities.
- Vendor Compliance: Ensure that your email marketing vendor supports and enforces HTTPS.
- Educate Stakeholders: Explain the importance of HTTPS to clients and colleagues, emphasizing the potential impact on deliverability.
What email marketers say
10 marketer opinions
The lack of HTTPS for engagement tracking in email marketing negatively impacts deliverability due to several factors. Primarily, it erodes user trust as browsers increasingly block or warn against mixed content (HTTP elements on HTTPS pages). This reduced trust leads to lower engagement rates (fewer clicks, opens), signaling to ISPs that the sender may be less reputable, thereby harming deliverability. Additionally, some email clients default to blocking images and tracking pixels served over HTTP, leading to inaccurate tracking and further reducing engagement metrics. Ultimately, adopting HTTPS is crucial for maintaining a positive sender reputation, ensuring data integrity, and improving email deliverability.
Key opinions
- Erosion of Trust: Non-HTTPS tracking undermines user trust as browsers flag mixed content, leading to reduced engagement.
- Reduced Engagement: Lower engagement rates signal to ISPs that the sender is less reputable, impacting deliverability.
- Tracking Inaccuracies: Email clients may block HTTP tracking pixels, resulting in skewed data and unreliable metrics.
- Security Vulnerabilities: Non-HTTPS tracking links are susceptible to interception and manipulation, compromising data integrity.
- Alignment with Best Practices: Failing to use HTTPS groups you with senders who don't adhere to modern security and privacy best practices.
Key considerations
- Implement HTTPS Tracking: Ensure all tracking links and pixels are served over HTTPS to maintain user trust and data security.
- Monitor Engagement Metrics: Closely monitor engagement rates (opens, clicks) to detect any deliverability issues related to non-HTTPS tracking.
- Consider Vendor Limitations: If your vendor doesn't support HTTPS tracking, explore workarounds or consider switching to a more secure provider.
- Educate Clients: Explain the importance of HTTPS to clients and the potential negative impact of non-HTTPS tracking on deliverability.
- Stay Updated: Keep abreast of evolving browser and email client security policies to ensure your email practices remain compliant.
Marketer view
Email marketer from GMass highlights how secure emails are more likely to reach inboxes and that the implementation of HTTPS helps achieve this. Also states that using HTTPS is better in the long term to avoid security warnings and protect the privacy of the customer.
13 Jan 2022 - GMass
Marketer view
Email marketer from Litmus emphasises the importance of email security using HTTPS. By doing this it ensures a secure connection to prevent data breaches and improve the trust from consumers.
3 Jul 2022 - Litmus
What the experts say
2 expert opinions
Experts emphasize the growing importance of HTTPS for all links, including tracking links, to maintain good email deliverability. ISPs are increasingly penalizing senders using HTTP links due to perceived security risks. Utilizing HTTPS protects emails from spam and phishing attacks by reducing vulnerability, leading to emails being less likely to be marked as spam.
Key opinions
- ISPs Penalize HTTP Links: ISPs are beginning to penalize senders who utilize HTTP links in their emails because of security risks.
- HTTPS Protects Against Spam: Employing HTTPS in email marketing helps protect against spam and phishing attacks.
- Security Vulnerability: Failure to use HTTPS makes emails more vulnerable to being marked as spam.
- Reputation: Secure Tracking is needed to maintain a good sender reputation.
Key considerations
- Implement HTTPS Tracking: Ensure all tracking links utilize HTTPS.
- Update Security Protocols: Make sure that email security protocols are kept updated.
- Monitor Reputation: Monitor sender reputation to notice any security risks.
Expert view
Expert from Word to the Wise explains that using HTTPS for all links, including tracking links, is increasingly important for deliverability. ISPs are starting to penalize senders who use HTTP links, as it's seen as a security risk. She emphasizes the need for secure tracking to maintain a good sender reputation.
5 Jul 2024 - Word to the Wise
Expert view
Expert from Spamresource explains how using strong security protocols like HTTPS helps to protect emails from spam and phishing attacks. When HTTPS is not implemented, it makes the emails more vulnerable which makes the emails more likely to get marked as spam.
31 Mar 2024 - Spamresource
What the documentation says
5 technical articles
Technical documentation emphasizes that using non-HTTPS engagement tracking negatively impacts email deliverability due to security risks and reduced user trust. Mixed content (HTTP resources on HTTPS pages) weakens overall security and negatively affects user experience. Modern browsers actively block mixed content, potentially blocking HTTP tracking pixels, leading to inaccurate tracking data and damaging sender reputation. HTTPS is crucial for encrypting data in transit, preventing eavesdropping, and ensuring data integrity, thereby enhancing trust and deliverability. Security risks associated with HTTP, such as eavesdropping and data manipulation, can further compromise user trust and deliverability.
Key findings
- Mixed Content Issues: Serving mixed content weakens security and degrades user experience, potentially triggering browser warnings or blocking content.
- Blocked Tracking Pixels: Browsers may block HTTP tracking pixels served on HTTPS emails, leading to inaccurate data and a damaged sender reputation.
- Data Encryption: HTTPS provides essential data encryption, preventing eavesdropping and data manipulation during transit.
- Security Risks of HTTP: HTTP introduces security vulnerabilities such as eavesdropping and data tampering.
- Compromised Integrity: HTTPS crucial for authentication, confidentiality and data integrity when communicating, preventing man-in-the-middle attacks.
Key considerations
- Implement HTTPS: Ensure all resources, including tracking pixels and links, are served over HTTPS to avoid mixed content issues.
- Prioritize Data Security: Adopt HTTPS to safeguard data integrity and prevent eavesdropping and data manipulation.
- Maintain User Trust: Employ HTTPS to enhance user trust and avoid negative perceptions associated with insecure content.
- Compliance: Adhere to security best practices to improve overall email deliverability and minimize the risk of being flagged as spam.
Technical article
Documentation from OWASP highlights the various security risks with using HTTP like eavesdropping, man-in-the-middle attacks and tampering of data. This means sensitive data is more likely to be intercepted which impacts trust and deliverability.
24 Jul 2021 - OWASP
Technical article
Documentation from Mozilla Developer Network explains that modern browsers actively block mixed content to protect users. If email tracking pixels are served over HTTP on an HTTPS email, browsers may block them, leading to inaccurate tracking data and potentially affecting sender reputation.
7 Aug 2023 - Mozilla Developer Network
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