Do free email services click links in emails to check for spam?

Key findings

• Automated scanning: Many email providers, including free services, employ automated systems to scan email content, including links, for malicious or spammy behavior. This is a primary method for protecting users.
• Impact on metrics: These security scans can result in 'false clicks' that are not from actual recipients, inflating click rates and making it harder to gauge true engagement. Learn more about how to avoid false email click data.
• Varying behavior: The frequency and intensity of these automated clicks can vary significantly between different email providers (ISPs) and even based on sender reputation. For instance, Microsoft 365 is known for aggressive link scanning.
• Not always from provider network: Clicks may not always originate directly from the email provider's main network, as they might use third-party services or distributed systems for scanning.
• Correlation with reputation: A sender's reputation plays a role, influencing the rigor of link scans.

Key considerations

• Distinguish real vs. bot clicks: Implement strategies to differentiate between legitimate user clicks and automated security scans for more accurate reporting.
• Monitor deliverability: Even with false clicks, monitoring your overall deliverability and inbox placement is crucial. Automated scans are part of the filtering process.
• Maintain sender reputation: Focus on strong sender reputation to reduce the likelihood of aggressive scanning, as this can influence inboxing.
• Analyze click patterns: Look for unusual click patterns (e.g., all links clicked simultaneously post-delivery) that indicate bot activity.

Key opinions

• Less common for consumer domains: One marketer notes that consumer domains tend to perform automated link clicks much less frequently, if at all, compared to business domains.
• Office 365 prominent: Spam filter clicks can significantly outnumber real clicks (2-3x or more) specifically at Office 365.
• Other services involved: For consumer providers, it might not be the direct provider clicking links, but other security services they employ.
• Spam filter without clicks: Providers can still filter emails based on other signals without needing to follow links.
• Don't assume human: Marketers are advised not to assume that every recorded click is from an actual human user.
• Microsoft's consistent scanning: Microsoft has been consistently clicking all links for nearly a year, rotating among different ESPs. You can learn more about why Microsoft scans links.
• Recognize bot activity: Identifying these clicks can help marketers understand their true engagement metrics. You can learn more about this in our article on how to identify artificial clicks.

Key considerations

• Adjust click-through rate expectations: Be aware that reported click rates may be inflated by automated scans, especially for campaigns sent to business domains.
• Focus on post-click conversions: Prioritize measuring actual conversions or actions taken after a click, as these are less susceptible to bot interference.
• Segment data: Segment your click data to identify patterns indicative of bot activity, such as clicks occurring within milliseconds of delivery.
• Review link best practices: Ensure your links are direct and not using excessive shorteners, which can trigger spam filters and affect your deliverability. Learn more about how links can affect open rates.

Key opinions

• Standard security practice: Automated link clicking is a common and necessary security measure employed by most ISPs, regardless of whether they are free consumer services or business-oriented platforms.
• Reputation impacts intensity: The aggressiveness of link scanning often correlates with sender reputation.
• Not always from provider IP: Automated clicks may not always originate from the email provider's direct network, utilizing distributed systems or third-party security vendors for scanning.
• Purpose of clicks: The primary goal of these clicks is to identify malicious links, phishing attempts, or spam content before it reaches the user's inbox, thereby protecting the end-user.
• Distinguishing bot vs. human: Understanding that these are bot clicks, not human interactions, is crucial for accurate email analytics and effective deliverability optimization.
• Sophisticated filtering: Email systems use a combination of factors, including link analysis, content analysis, and sender history, to filter emails effectively. This is part of the broader deliverability landscape, as explored in our ultimate guide to email deliverability issues.

Key considerations

• Do not treat as engagement: Marketers must avoid conflating automated clicks with genuine user engagement, as this can lead to misguided campaign optimizations.
• Focus on content and sender trust: Build trust through consistent sending practices and valuable content to minimize aggressive scanning.
• Monitor bot click patterns: Pay attention to click timing and user agents to identify automated activity versus genuine human interaction.
• Ensure link safety: Always ensure that all links within your emails are secure and lead to legitimate content to pass security scans. Learn more about how to recognize phishing scams.

Key findings

• Proactive threat detection: Automated link clicking is a proactive measure to detect and neutralize potential threats embedded within emails before users can interact with them.
• Part of spam filtering: It is an integral component of a multi-layered spam filtering strategy, complementing other signals like sender reputation and content analysis.
• Sandbox environments: Links are often opened in isolated 'sandbox' environments to prevent any malicious code from affecting the email provider's systems or users.
• Affects all emails: While more prevalent for suspicious emails, even legitimate emails can be subjected to these scans, impacting reported click metrics across the board.
• User protection focus: The primary objective of these processes is to safeguard users from phishing, malware, and other online scams.

Key considerations

• Secure links are paramount: Ensure all links are HTTPS and lead to trusted, secure destinations to pass security checks effectively. This is related to how HTTP links are penalized.
• Avoid suspicious URL patterns: Refrain from using excessively long URLs, multiple redirects, or domains known for spam to minimize aggressive scanning.
• Standardize link tracking: Utilize robust tracking methodologies that account for bot clicks to provide a clearer picture of human engagement.
• Stay informed: Regularly review ISP guidelines and updates on spam filtering techniques to adapt sending practices.