It really depends on the ESP. However, we’ve seen a number of pixels that simply track a blanket “opens” count across a particular campaign. With 250ok’s pixel, we measure read time, engagement, geolocation, devices and email clients, and more.
When measuring engagement and drawing conclusions, senders need a comprehensive tracking pixel that not only breaks down readership by campaign, but also by date range. Up to this point, many of the pixels we’ve seen are very limited in how the data is consumed. Whether you want to measure engagement on a specific campaign or across a multi-day timeframe, our pixel’s flexibility is hard to match.
You may notice a difference in opens across different tracking mediums. This can be explained by some pixels firing false positive opens from spam filters, campaign editors, or preview panes in popular mail clients. Every open tracking/pixel provider has different methods in place on how to handle these, and some are more aggressive than others.
Additionally, some email service providers may stop collecting opens after a campaign is dated, and the date cutoffs may vary. In the case of 250ok’s pixel, we collect _all_ opens regardless of when a campaign was sent, which may lead to slightly higher open counts.
Lastly, one growing trend we’ve seen is an increase in the number of distribution addresses. These are addresses that retrieve mail and forward it on to broader audiences, which can account for sometimes thousands of inflated opens. Every customer’s mailing list composition can vary, but it’s why we added the “Top Recipients” table to our Analytics interface to provide more transparency into how the open counts are being calculated.
With the 250ok pixel living inside of the product suite, you’re able to pair your engagement data with other 250ok components, such as reputation and inbox placement.