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Jennifer_Bisho1
Jennifer_Bisho1
New Participant
August 1, 2016
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Email clicks higher than email opens on report

  • August 1, 2016
  • 2 replies
  • 3737 views

I'm a little confused about a few reports I pulled in Marketo.  I created 2 Smart Lists - one to show exactly who clicked on a link in the email, and another to show who opened the email.  Some of the leads on the click report do not show up on the open report.  Any idea how this is possible?  Also, what is considered to be a true open in Outlook?  I heard that you have to click download pictures in order for it to register as an open, however this email has no images.  If it has no images, do you have to double-click on the email in your Outlook inbox to have it register as an open?

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Best answer by Devraj_Grewal

As far as I am aware, there is no way to accurately determine an open if the email is "text-only". I believe if it is html without images, it should still ask the recipient to download images/links.

Yes, those leads will appear in the smart list as they did "click" the email. They did not "open" the email, but the email report does record every click as an open. Again, every click is an assumed open in an email report.

2 replies

Justin_Cooperm2
Justin_Cooperm2
New Participant
August 1, 2016

Everything Devraj said is correct. It's not possible technically to know if someone opened a "Text" version of an email. If your "HTML" version of your email only contains text and links, it is only possible to know if someone opened if their email client has "download images automatically" enabled. If they don't download images, they can still click a link in your email...

    Devraj_Grewal
    Devraj_Grewal
    New Participant
    August 1, 2016

    Jennifer, a "click" in an email does not necessarily mean the recipient "opened" the email. In order to "open" the email, the recipient must download the images. It is possible to click a link in an email without downloading the images, so you can have a click without an open.

    So your smart lists are correct, it will populate the list of leads who did open or click the email. In email reports, however, Marketo will register a "click" as an assumed "open", so it will make sure every click is recorded as an open as well.

      Jennifer_Bisho1
      Jennifer_Bisho1Author
      New Participant
      August 1, 2016

      Very interesting.  But what if your email has no images in it whatsoever (like this one does)?  All it has is plain text and a few links.  So I'm wondering how someone that clicked on a link is recorded in the Smart List but does not appear in the Email Open report.

      Devraj_Grewal
      Devraj_GrewalAccepted solution
      New Participant
      August 1, 2016

      As far as I am aware, there is no way to accurately determine an open if the email is "text-only". I believe if it is html without images, it should still ask the recipient to download images/links.

      Yes, those leads will appear in the smart list as they did "click" the email. They did not "open" the email, but the email report does record every click as an open. Again, every click is an assumed open in an email report.

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