Purging (and Blocking) Bot Traffic From Email Reporting Metrics

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How many “fake” email metrics are out there — spurious traffic measured in opens, clickthroughs, and other engagement metrics? How many of these email reporting metrics may be built into service-level guarantees offered by some email service providers (ESPs)? And what should we do about it?

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too!

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Purging (and Blocking) Bot Traffic From Email Reporting Metrics

Chet Dalzell

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Chet Dalzell