Automated Email Scanning
Mail filters and cyber security applications employ a wide range of techniques to protect users from Spam and phishing attempts.
Automated scanning of content within emails is a commonly used technique and allows receiving mail servers to inspect content prior to allowing access to the inbox.
The approach taken by these types of software can sometimes lead to legitimate email being subjected to automated link scanning which has the unfortunate, and unavoidable, side-effect of a much higher number of opens & clicks being recorded.
Why does link scanning occur?
Mail filters decide whether an email looks like Spam or is potentially malicious. The view taken is purely technical, and not 100% accurate, and the objective is to stop unwanted or harmful emails from landing in the inbox.
What does link scanning do?
Link scanning relates to mail filter software performing a 'fake' click on each link to test authenticity, which as a result, records an implied 'open'. If links appear to be bogus or they redirect to known security threats it enables the software to stop the delivery or move the email into the junk folder to protect the user.
It's also possible for scanning software to only 'open' emails in order to sniff the content but no links will be clicked.
Is it detectable?
In part yes, because all links go through the Tracking Domain and when link scanning software performs a 'fake' click the source IP address of the software and what's known as the User Agent String can be gathered and used to determine if it's a known source.
Can automated clicks be filtered from analysis and exports?
There's an automated engagement activity detection feature, which is 'off' by default, but can be activated within account settings.
When activated, engagement activity from known link scanning sources is filtered from Campaign analysis and exports.
Where the feature is not activated but automated open & click activity has been detected an info panel is displayed within the Campaign report with further details.
What happens when people open or click after scanning occurs?
When emails are scanned and then placed in the inbox it's likely that people will genuinely open and click.
The opens and clicks are recorded and the activity is available in the usual metric downloads, it's only the automated scanning activity that is excluded from analysis and exports.
Can automated scanning create 'fake' opt-outs?
Potentially yes, but the default instant opt-out page has protection against automated scanning and 99.9% of the time will ensure people aren't being suppressed incorrectly.
It is advisable when automated scanning is at higher levels to manually spot-check records to ensure opt-outs are genuine.