Summary
The consensus regarding whether Apple MPP or Gmail machine opens occur on emails delivered to spam is mixed. Some evidence suggests that MPP and Gmail machine opens are unlikely to trigger in the spam folder because content isn't downloaded there. However, other evidence indicates that image caching, image proxies, and security protocols process content before delivery, potentially leading to open tracking even if the email lands in spam. Factors like pre-fetching technologies, the sophistication of filtering mechanisms, and whether or not content is loaded before final classification play a significant role in determining whether an open is registered.
Key findings
- Content Download Variance: Some suggest content isn't downloaded in spam, preventing MPP/Gmail opens; others claim it is loaded beforehand.
- Pre-delivery Processing: Image caching, proxies, and security protocols may trigger opens prior to spam filtering.
- Technology Influence: Pre-fetching technologies can inflate open rates even if an email ends up in spam.
- Reliability Issues: Pixel tracking's reliability is compromised due to MPP, filters, and varied spam filter behaviors.
Key considerations
- Filtering Complexity: Sophistication of filtering mechanisms influences whether opens are registered before or after spam classification.
- MPP Timing: If MPP impacts metrics before spam filtering, even spam-bound emails could show skewed open rates.
- Image Loading: Whether images load prior to delivery is a major determinant of whether an open event occurs, which can vary by provider and security setting.
- Tracking Accuracy: Open tracking is generally unreliable and can be greatly affected by filtering, so data is not always accurate.
What email marketers say
11 marketer opinions
The question of whether Apple MPP or Gmail machine opens occur on emails delivered to spam elicits varied responses. Some sources suggest that because content is not downloaded in the spam folder, MPP and Gmail machine opens will not trigger. Others suggest that pre-fetching technologies and filtering mechanisms may influence open rates even if the email ends up in spam, thus potentially inflating open metrics or registering an open before the email is classified as spam. Pixel tracking may be unreliable due to these factors.
Key opinions
- No content download: Some experts state that Apple MPP and Gmail machine opens typically do not occur in the spam folder because content is not downloaded there.
- Prefetching influence: Prefetching technologies and filtering mechanisms can affect open rates, potentially causing opens to register even if the email is ultimately delivered to spam.
- Image loading dependent: Open tracking's reliability hinges on image loading, which can happen even if the email is marked as spam.
- Unreliable pixel tracking: Pixel tracking may be unreliable in general due to MPP and the inconsistent behaviour of spam filters.
Key considerations
- Varying spam filter behavior: Spam filters are not created equal; some may trigger open pixels, while others isolate potentially harmful content, thus making any assumptions difficult.
- MPP impact on spam: The impact of MPP might occur before spam filtering, potentially skewing open metrics even for emails that eventually land in spam.
- Tracking inaccuracy: Email tracking can be affected by filtering, as emails in spam/junk folders may not load tracking pixels, leading to inaccurate open data.
- Filtering Mechanisms: A thorough understanding of email filtering is critical to comprehending email deliverability and its impact on open rates.
Marketer view
Email marketer from EmailOnAcid states that pixel tracking is not reliable. This is due to many factors including MPP and filters.
1 Aug 2022 - EmailOnAcid
Marketer view
Email marketer from EmailGeek shares that MPP's impact is usually prior to spam filtering, meaning initial open metrics might be affected even if the email later lands in spam.
30 Sep 2021 - EmailGeek.com
What the experts say
2 expert opinions
Experts hold differing views on whether Apple MPP or Gmail machine opens occur on emails delivered to spam. SpamResource.com suggests that MPP's impact on open rates is unlikely within the spam folder because content is not loaded. Conversely, Word to the Wise argues that sophisticated filtering mechanisms load content before delivery, potentially registering opens before an email is classified as spam.
Key opinions
- MPP unlikely in spam: SpamResource.com indicates that Apple MPP is unlikely to trigger opens within the spam folder due to content not being loaded there.
- Filtering sophistication: Word to the Wise highlights that modern filtering systems load content before delivery, which could lead to opens being registered before an email reaches the spam folder.
Key considerations
- Content Loading: Whether or not content is loaded before an email lands in the spam folder is a critical factor in determining if an open is registered.
- Filtering mechanisms: The complexity of spam filters can affect whether an open is triggered before or after classification of the email as spam.
Expert view
Expert from Word to the Wise explains that email filtering is more sophisticated now with content loading before delivery. This leads to opens registering before it is sent to the spam folder.
20 Dec 2022 - Word to the Wise
Expert view
Expert from SpamResource.com explains that while MPP may affect overall open rates, it is unlikely to trigger opens in the spam folder itself due to content not being loaded.
4 Mar 2022 - SpamResource.com
What the documentation says
5 technical articles
Documentation from various sources indicates that Apple MPP or Gmail machine opens can potentially occur even on emails delivered to spam due to image caching, image proxies, security protocols, and filtering systems processing content before final delivery. This pre-delivery processing can trigger open tracking, regardless of the email's ultimate destination.
Key findings
- Pre-delivery processing: Content processing, including image caching and scanning, often happens before the email is classified as spam.
- Image proxy impact: Image proxies can fetch email content prior to inbox delivery, affecting open tracking even if the email is later marked as spam.
- SCL Influence: While the Spam Confidence Level (SCL) determines spam placement, content processing and potential open triggers can still occur beforehand.
- Security scans: Security protocols scan emails before final delivery, leading to potential 'open' events even if the email is eventually categorized as spam.
- Filtering analysis: Filtering systems load images for analysis, which could register opens even for emails destined for the junk folder.
Key considerations
- Open tracking inaccuracy: Open tracking can be inaccurate due to pre-delivery processing, potentially skewing email marketing metrics.
- Deliverability impact: Understanding pre-delivery processing is important for managing email deliverability and ensuring messages reach the intended audience.
- Influence of Image Loading: Image loading is a critical factor in open tracking and can be influenced by both email clients and spam filters.
Technical article
Documentation from SparkPost details that image proxies can fetch email content before it reaches the inbox, potentially affecting open tracking even if the email is eventually classified as spam.
10 Dec 2024 - SparkPost
Technical article
Documentation from IETF shares that security protocols often scan emails before final delivery, which could technically lead to an open 'event' even if the email is eventually classified as spam.
6 Jul 2024 - IETF
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