Email Open Tracking

Question

Has anyone else experienced an open rate decline in Marketo?
I have been racking my brain trying to figure out where we have gone wrong. I thought it was a deliverability issue but I recently discovered a significant discrepancy between Marketo reports and Email on Acid.
According to Marketo, a recent campaign we deployed was 25.6%. Email on Acid on the other hand shows 42% which is along the lines of what we should expect.

SanfordWhiteman · Accepted Answer

Based on experience, 3 explanations come to mind:if you aren’t using a branding domain, the Marketo pixel can be easily identified as a tracking pixel, so may be treated differently (just as marketo.com can make its way onto tracking protection lists)if you are using a branding domain but your DNS infrastructure is messed up, the pixel download could fail sometimes and not others; this would affect Clicked Link in Email activities as wellif you have dynamic content it’s possible to break the tracking pixel image for some recipients and not others (i.e. by having an open HTML comment — I’ve seen it!)

Vinay_Kumar · Answer

@pazko In addition to @sanfordwhiteman points

Filter Bot Activity can also be one of the reasons for less open rates in Marketo.

If you have enabled Filter Bot Activity then you may see a drop in email opens and clicks as false numbers are filtered out.

Please check Admin>Email>Bot Activity to confirm.

Sign up

Login with SSO

Login to the community

Login with SSO