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In order to track various communications that are sent via Element451, invisible tracking pixels are included in each email that is sent. We are then notified when and where the email is loaded, providing us with valuable insight into user behavior.

However, due to ongoing carrier efforts to filter out spam emails, "false opens" or "machine opens" may be triggered in the scanning process. This check often registers as an open or even as clicking every link in the email. Some of these false opens can be identified by the IP Address or useragent, which points back to a Gmail Proxy server or other known location. Thus, open metrics and rates are not as reliable as they used to be.

In response to the recent changes in tracking methods, Element451 has made a shift in how campaign analytics are calculated. As of June of 2023, we made changes to our email tracking to rely on open and click events from Sendgrid, instead of our own tracking system. Sendgrid has a better system for filtering out those automated machine opens. That may cause open rates to appear lower, but the lower rates are more accurate.

The digital marketing landscape will continue to evolve, as major tech companies work to provide their customers with more privacy and control over their data. As we learn more about the specific effects of these changes, we will make improvements to ensure the accuracy of the analytics provided within Element451. As open rates become less reliable, we encourage you to explore our other engagement features.

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