Click Is The New Impression: Marketers Vs. Spam

Business Tech Brief By HackerNoon

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Those impressive open rates and CTRs might be due to the SPAM!
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Designed and operated by massive email providers like Google, Apple, Microsoft and third-party providers like Barracuda, Spambots open every email and click on every link to check for phishing and malicious links. That’s all good, but a side effect is newsletter marketers’ inability to differentiate between a real click by a human and a spambot click. This breaks all your drip campaigns, re-engagement efforts, and most newsletter advertisements you buy! While you might now appreciate the gravity of the situation, almost every newsletter platform (like Mailchimp and SendGrid) is asleep at the wheel or basking in the (short-sighted) bump in ‘reportable stats.’ What Can You Do To Fix This? Honestly, nothing! Well, you can try the following: Increase link-click scoring time to 1 hour or even 1 day Embed a stealth link Clean up your list with a re-opt-in campaign But good luck - ain’t nobody got time for that! What you can do instead is advertise directly on websites that cater to your niche. The CPMs would be lower, the CPCs would be lower, and the botclicks would be minimal.