Summary
A surge of link clicks immediately after sending an email is commonly attributed to automated processes, such as spam filters, security software, email client pre-fetching, and AWS link validation. These systems actively scan links for malicious content or pre-render previews, generating clicks without user interaction. Analyzing IP addresses and user-agent data helps distinguish between legitimate user activity and automated processes. Security software aggressiveness, email client settings, and click tracking systems also influence click rates. Overall, these automated processes are designed to protect users and maintain security, but they skew email metrics.
Key findings
- Automated Link Scanning: Spam filters and security software actively scan links in emails, especially those sent in bulk, to protect users from phishing and malware.
- Email Client Pre-fetching: Some email clients pre-fetch email content, including links, for preview or rendering purposes, registering clicks even without user interaction.
- Link Validation: Services, like AWS, may validate links within emails, leading to clicks during the sending process.
- Bot Traffic: Bot traffic from various sources may contribute to immediate clicks on email links.
- Skewed Click Rates: Email client settings and automated security scans can lead to skewed click rates immediately after email deployment.
- Microsoft Safe Links and Cisco Email Security: Tools like Microsoft's Safe Links and Cisco's Email Security Appliance scan and redirect URLs for safety verification before the user accesses them, artificially inflating click rates.
Key considerations
- IP Address and User-Agent Analysis: Analyze IP addresses and user-agent data to differentiate between genuine user activity and automated processes.
- Security Settings Impact: Be aware of how aggressive spam filter settings and security software configurations can impact click-through rates.
- Email Client Behavior: Understand how email clients pre-rendering or pre-fetching content affects link clicks and overall campaign metrics.
- Tracking Systems Accuracy: Be mindful of how click tracking systems process and register clicks, especially when using link shorteners or redirect services.
- Internal Validation Processes: Acknowledge that internal validation processes of services, like AWS, contribute to early link clicks.
- Impact on Bulk Emails: Recognize that bulk emails are more likely to be pre-scanned by spam filters.
What email marketers say
10 marketer opinions
A high volume of link clicks immediately after sending an email is often attributed to automated processes rather than genuine user engagement. These processes include email provider spam filters, security software scans, pre-fetching by email clients, and link validation by services like AWS. These systems check links for malicious content or to pre-render previews, thereby generating clicks even without user interaction.
Key opinions
- Automated Scanning: Spam filters and security software aggressively scan links in emails to protect users from phishing and malware, leading to artificial clicks.
- Email Client Pre-fetching: Some email clients pre-fetch email content, including links, for preview or rendering purposes, which can register as clicks.
- Link Validation: Services like AWS may validate links within emails, resulting in clicks during the sending process.
- Bot Traffic: Bot traffic, including competitor data gathering, might contribute to immediate clicks on email links.
- Skewed Click Rates: Email client settings and automated security scans can lead to skewed click rates soon after email deployment.
Key considerations
- IP Address Analysis: Analyze IP addresses and user-agent data associated with early clicks to differentiate between legitimate user activity and automated processes.
- Filter Settings: Be aware of how aggressive spam filter settings and security software configurations may impact click-through rates.
- Email Client Behavior: Understand that email clients pre-rendering or pre-fetching content affects link clicks and overall campaign metrics.
- Tracking Systems: Be mindful of how click tracking systems process and register clicks, especially when using link shorteners or redirect services.
- Internal Validation: Acknowledge the internal validation processes of services like AWS can contribute to early link clicks.
Marketer view
Email marketer from SendPulse shares that factors like spam filters, email client settings, and automated security scans can result in skewed click rates immediately after sending an email.
13 Sep 2021 - SendPulse
Marketer view
Email marketer from Litmus shares that pre-delivery link validation by security software, especially in enterprise environments, can trigger initial clicks as the system checks for malicious content.
12 Nov 2024 - Litmus
What the experts say
2 expert opinions
A large number of clicks immediately after sending an email can be attributed to security software and spam filters verifying links. These systems aggressively check links to protect users from malicious content, such as malware.
Key opinions
- Security Software Verification: Security software actively verifies links to protect users, leading to clicks shortly after sending.
- Spam Filter Link Checks: Spam filters check links to ensure they don't lead to malware or malicious content.
Key considerations
- Security Software Aggressiveness: The aggressiveness of security software can impact the number of immediate clicks.
- Understanding Filter Actions: Be aware that spam filters actively evaluate links, which should be considered when analyzing click metrics.
Expert view
Expert from Spam Resource shares that spam filters check links to ensure that a link does not direct the user to malware or other malicious content
30 Jul 2023 - Spam Resource
Expert view
Expert from Word to the Wise explains that clicks shortly after sending may be due to security software verifying links, especially if the software aggressively protects users from malicious links.
24 Jun 2021 - Word to the Wise
What the documentation says
5 technical articles
A high volume of immediate link clicks after sending emails is often due to automated processes by email providers and security systems. Spam filters prescan links, especially in bulk emails, to protect users from malicious content. Automated systems, including email clients and security software, process links for security analysis and content indexing. Microsoft's Safe Links feature redirects URLs through Microsoft Defender for Office 365 before the destination is opened to verify website safety. Email headers can instruct automated systems to follow links for indexing and security checks. Cisco's email security appliance scans links for malware, all resulting in artificial clicks.
Key findings
- Spam Filter Pre-Scanning: Spam filters often pre-scan links in emails, especially in bulk, to protect users from malicious content.
- Automated System Processing: Automated systems like email clients and security software process links for security analysis and content indexing.
- Safe Links Feature: Microsoft's Safe Links feature redirects URLs for safety verification before opening the destination website.
- Email Header Instructions: Email headers can instruct automated systems to follow links for security checks and indexing.
- Email Security Appliance Scanning: Cisco's email security appliance scans links to protect against malware, generating clicks.
Key considerations
- Understanding Automated Processes: Recognize that many clicks may come from automated systems, not actual user engagement.
- Impact on Click Metrics: Consider the impact of these automated processes on click-through rates and campaign performance metrics.
- Security System Influence: Understand how different security systems (like Microsoft Safe Links or Cisco email security) affect link processing.
- Bulk Email Considerations: Be aware that bulk emails are more likely to be pre-scanned by spam filters.
Technical article
Documentation from RFC Editor details how automated systems, such as email clients and security software, often process links in emails for various purposes, including security analysis and content indexing.
14 Apr 2024 - RFC Editor
Technical article
Documentation from Cisco highlights that their email security appliance scans links to protect against malware, and this scanning generates clicks.
27 Dec 2021 - Cisco
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