How is your ESP reporting on click throughs?

click through

How is your ESP reporting on click throughs?

The click-through rate (CTR) is a vital metric for assessing the effectiveness of your email campaigns. It reveals how well your recipients engage with the content by clicking on links within your emails. Let’s break it down:

What is Click Through Rate?

CTR represents the percentage of recipients who clicked on one or more links in your email. It gauges intentional actions—such as making a purchase, donating to a cause, signing up for a program, or participating in a survey.

Calculation for Email CTR:

Formula: CTR = (Number of People Who Clicked A Link) / (Number of Emails Delivered Successfully) x 100

Example: If you sent an email to 100 recipients, and 35 of them clicked on your call-to-action (CTA), your CTR would be 35%.

Why CTR Matters:

CTR provides insights into engagement levels. A higher CTR indicates that your content resonates with recipients and encourages action.

It assists in assessing whether your campaign goals—such as increasing traffic, achieving conversions, or encouraging interactions—are being achieved.

Remember, a well-optimized CTR contributes to the success of your email marketing efforts.

As a reminder, the ‘Open’ of an email is recorded every time an email is viewed with images downloaded, or if a link within an email is clicked. Even if images have not been downloaded, a click automatically validates an email as having been opened.

Tracking Actions and the Rise of New Technologies

For years, tracking and recording actions have been standard practices across various industries. However, a universal method that has long served us is now facing challenges from emerging technologies.

NewZapp Hotspot Reporting

Recent industry observations reveal a consistent surge in suspicious email clicks. What makes these clicks suspicious? They occur at an unusually high frequency, with every individual link within an email being clicked. While multiple ‘opens’ by a single recipient may indicate broad circulation, an excessive number of clicks—particularly when every link is actioned multiple times—raises concerns.

Navigating the Changing Landscape of Email Scanners

Recent investigations reveal a significant shift in how mail scanners evaluate emails, particularly when it comes to phishing links. Before delivering an email to the end recipient, these scanners meticulously click on every link within the email. Their mission? To verify link legitimacy and detect any potential malicious activity. These clicks are genuine but not necessarily initiated by the email recipient; rather, they originate from filter/firewall “Spambots.”

In this evolving landscape, understanding the intricate interplay between technology, security, and user behavior becomes crucial. 

The Crucial Implications

As we navigate this evolving landscape, understanding the intricate interplay between technology, security, and user behavior becomes paramount. Here are some key implications:

  1. Virus Scanners and Unusual Activity:

    • If you observe an unusually high number of clicks from email addresses sharing a common domain, it’s likely the actions of a virus scanner.
    • These clicks can distort overall open rates and click-through rates (CTR) for an email campaign.
  2. Engagement Misrepresentation:

    • Assessing engagement based solely on clicks can lead to misleading impressions.
    • Recipients who merely had their links clicked by scanners may appear highly engaged, skewing your perception of actual recipient interest.
  3. Accurate Tracking Challenges:

    • The presence of scanner-initiated clicks complicates accurate tracking.
    • It can result in an incorrect record of which recipients genuinely opened an email campaign.

In this dynamic environment, staying informed and adapting tracking practices are essential for email campaign success.


As a leading Email Service Provider (ESP), NewZapp is at the forefront of industry innovation. Their latest major release introduces system intelligence designed to distinguish genuine clicks from those made by virus scanners. Let’s delve into the details:

  1. Spotting Real vs. Scanner Clicks:

    • NewZapp’s system intelligence identifies authentic clicks versus those triggered by filter “bots.”
    • This ensures that NewZapp users receive accurate and valid statistics in their campaign reports.
  2. User Experience Enhancement:

    • NewZapp users won’t see opens and clicks attributed to scanners/bots; only genuine recipient actions are logged.
    • When contacts independently open or click an email, NewZapp records these interactions.
  3. Bot Redirection:

    • Clicks detected as bot activity are discreetly redirected to
    • This prevents falsely inflated web traffic in users’ Google Analytics.
  4. Comprehensive Data Guide:

    • NewZapp Reports offer a wealth of data. For a complete guide, download the resource available here.

In this dynamic landscape, NewZapp’s commitment to accuracy empowers marketers to make informed decisions.

Customer feedback as always is vital in the progression of NewZapp’s features and reports of continued unusual activity such as spikes in CTR is welcomed, on or via your Account Manager.