Summary
The sudden click increase from Gmail addresses in SES campaigns is a complex issue with multiple contributing factors, primarily Google's security measures and non-human interactions. Google's link pre-scanning, click verification processes, and validation of one-click unsubscribe functionality all contribute to higher click counts. NHI clicks (potentially from Microsoft or other automated systems), bot traffic, and automated systems pre-rendering links also inflate metrics. Furthermore, inbox placement tests and security software scanning links add to the complexity. Maintaining a clean sending reputation, monitoring authentication protocols, analyzing user agent and IP data, implementing proper link tracking, validating email lists, and setting up feedback loops are critical for understanding and mitigating this issue.
Key findings
- Multiple Factors: The click increase results from a combination of Google's security measures, NHI clicks, bot traffic, and external scanning.
- Google's Role: Google's link pre-scanning, click verification, and one-click unsubscribe validation significantly contribute to the inflated numbers.
- NHI Clicks: Non-Human Interaction (NHI) clicks, possibly from Microsoft, can inflate click rates.
- Bot Traffic: Bot traffic using headless browsers and automated scripts can drive up click counts.
- External Scanning: Security software scanning links and automated pre-rendering can also contribute.
- Validation Needed: Link cloaking or unusual link practices can cause Google to pre-scan emails and contribute to clicks.
Key considerations
- Authentication Monitoring: Monitor SPF, DKIM, and DMARC to detect unauthorized sending activity.
- User Agent & IP Analysis: Analyze user agent and IP data to identify and filter out bot traffic.
- List Validation: Use a list validation service to remove bots and spam traps before sending.
- Seed List Testing: Implement enhanced seed list testing to monitor inbox placement and engagement across Gmail accounts.
- Click Fraud Detection: Implement click fraud detection to filter out non-human clicks.
- Link Tracking Implementation: Implement proper link tracking with unique identifiers to differentiate between real and non-human clicks.
- Feedback Loops: Set up and monitor feedback loops with Gmail to identify spam issues and potential increased link scanning.
- Sending Reputation: Maintain a clean sending reputation and avoid suspicious linking practices.
- Pre-Check Validation: Perform an email pre-check with link validation to identify redirection errors causing extra clicks
- Volume Consistency: Maintain a consistent sending volume to avoid triggering Gmail’s spam filters.
What email marketers say
10 marketer opinions
The sudden click increase from Gmail addresses in SES campaigns is a multifaceted issue potentially stemming from various sources, including bot traffic, Google's security checks (like link pre-scanning and click verification), inbox placement testing, and email rendering processes. Experts recommend a multi-pronged approach to investigate and mitigate the issue, focusing on analyzing user agent data, monitoring email authentication, enhancing seed list testing, implementing click fraud detection, validating email lists, and carefully reviewing link tracking implementations.
Key opinions
- Bot Traffic: Bot clicks can significantly inflate click rates, especially if bots are using headless browsers or automated scripts.
- Google Security: Google's security measures, such as link pre-scanning and click verification, may contribute to higher click counts, especially for new senders or suspicious activity.
- Inbox Testing: Inbox placement tests from deliverability services can register clicks from Gmail addresses used in the tests.
- Email Validation: Invalid links could cause redirection errors and subsequently extra click counts.
- Authentication Issues: Failures in SPF, DKIM, or DMARC can be associated with increased clicks and potentially indicate a security issue.
Key considerations
- User Agent Analysis: Monitor user agent data to identify and filter out bot traffic. Look for headless browsers or automated scripts.
- Authentication Monitoring: Monitor email authentication protocols (SPF, DKIM, DMARC) to detect any unauthorized sending activity.
- Seed List Testing: Implement enhanced seed list testing to monitor inbox placement and engagement metrics.
- Click Fraud Detection: Implement click fraud detection measures to filter out non-human clicks and block bot traffic.
- List Validation: Use a good list validation service will remove any potential bots and spam traps that are present in the list before sending.
- Email Pre-Check: Performing an email pre-check will identify any invalid links that may cause redirection errors and thus cause extra click counts.
- Data Appends: Append demographic and behavioral data to email lists to better understand recipient engagement.
Marketer view
Email marketer from ClickGuardian proposes that implementing click fraud detection measures can help filter out non-human clicks. They recommend using tools that identify and block bot traffic, which can skew campaign statistics and negatively impact ROI.
20 Jan 2022 - ClickGuardian
Marketer view
Email marketer from Email Geeks confirms that the increased clicks are originating from Gmail addresses.
18 Aug 2021 - Email Geeks
What the experts say
6 expert opinions
The sudden increase in clicks from Gmail addresses in SES campaigns is likely attributed to a combination of factors, including Non-Human Interaction (NHI) clicks, Google's security checks (such as browser malware domain checks and link pre-scanning), the use of one-click unsubscribe in email bodies, security software scanning links, proxy servers, and automated systems pre-rendering links. Experts suggest analyzing user agent data and IP addresses to differentiate between human and non-human clicks, and avoiding link cloaking practices.
Key opinions
- NHI Clicks: Non-Human Interaction (NHI) clicks, possibly from Microsoft or other automated systems, can inflate click rates.
- Google Security Checks: Google's security measures, including browser malware domain checks and link pre-scanning, can trigger clicks from IP addresses resolving to cache.google.com.
- One-Click Unsubscribe: Using one-click unsubscribe in the email body can lead to false positive unsubscriptions due to Google's security checks.
- External Scans: Security software and proxy servers scanning links can also contribute to inflated click metrics.
- Automated Pre-rendering: Automated systems pre-rendering links for faster loading can increase click counts.
- Link Cloaking Issues: Using link cloaking or URL shortening services may trigger increased Google security checks, leading to more clicks.
Key considerations
- User Agent Analysis: Analyze user agent data to differentiate between human and non-human clicks.
- IP Address Analysis: Analyze IP addresses to identify bot traffic and suspicious patterns, such as rapid clicks from the same IP.
- One-Click Unsubscribe Placement: Consider the placement of one-click unsubscribe links to avoid false positives from Google security checks.
- Avoid Link Cloaking: Avoid using link cloaking or URL shortening services, as they can trigger security checks.
- Analyze Sending Reputation: Maintain a clean sending reputation and avoid suspicious link practices to mitigate Google's pre-scanning activities.
Expert view
Expert from Word to the Wise highlights the importance of analyzing IP addresses and user agents to identify bot traffic. He recommends looking for patterns like rapid clicks from the same IP or unusual user agent strings. Implementing CAPTCHAs or similar verification methods can help prevent automated systems from interacting with links.
12 Sep 2021 - Word to the Wise
Expert view
Expert from Word to the Wise explains that using link cloaking or URL shortening services can sometimes trigger Google's security checks. Google may pre-scan these links to determine their destination, leading to increased click activity. Maintaining a clean sending reputation and avoiding suspicious link practices can help mitigate this issue.
29 Jan 2024 - Word to the Wise
What the documentation says
6 technical articles
The sudden click increase from Gmail addresses in SES campaigns is likely due to Google's link pre-scanning for security, AWS SES reputation monitoring checks, and Google's automated triggering of one-click unsubscribe links for validation. Unexpected metric changes can trigger Gmail's spam filters, leading to further scrutiny. Proper link tracking using unique identifiers is crucial to differentiate between real clicks and bot activity. Setting up and monitoring feedback loops (FBLs) with Gmail can help identify spam issues which in turn may cause increased link scanning.
Key findings
- Google Link Pre-Scanning: Gmail employs link pre-scanning for security, where Googlebot visits links before users, increasing click counts, especially for new or less-known domains.
- AWS SES Reputation Monitoring: AWS SES monitors sender reputation, potentially performing checks on outbound emails, leading to automated click activity.
- One-Click Unsubscribe Validation: Google may automatically trigger one-click unsubscribe endpoints to verify their validity, which may be misconstrued as user clicks.
- Gmail Spam Filter Scrutiny: Sudden changes in metrics like click rates can trigger Gmail's spam filters, causing increased scrutiny.
- Need proper Link Tracking: Proper link tracking is important to differentiate between real clicks and bot activity.
- Feedback Loop Importance: Setting up and monitoring feedback loops (FBLs) with Gmail can identify spam issues and potential increased link scanning by Google.
Key considerations
- Monitor Sending Volume: Maintain a consistent sending volume to avoid triggering spam filters.
- Implement FBLs: Implement Feedback Loops to allow you to see where the most spam is being reported.
- Set up proper Link Tracking: Use proper link tracking with unique identifiers for each recipient and link.
- Monitor Reputation Metrics: Monitor bounce rates and complaint rates to ensure SES reputation is maintained.
Technical article
Documentation from Google Security Blog explains that Gmail employs link pre-scanning to protect users from malicious links. This process involves Googlebot visiting the links in emails before users click them, potentially increasing click counts. This behaviour is especially likely for links to new or less-known domains.
15 Nov 2022 - Google Security Blog
Technical article
Documentation from SparkPost mentions that setting up and monitoring feedback loops (FBLs) with Gmail can help identify if a significant portion of your emails are being marked as spam. High spam rates can trigger increased scrutiny and potentially lead to Gmail performing more extensive link scanning.
17 Oct 2024 - SparkPost
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