In online marketing, a tracking pixel is defined as a graphical element that is embedded in the code of web pages, online advertising, or emails. It is usually only one pixel wide and one pixel high and is therefore also called 1x1 pixel or a one-pixel image. Due to its small size, the tracking pixel does not slow down the loading times of emails, advertisements, and web pages. Other common names for the tracking pixel include counting pixel, pixel tag, on-site or website pixel, pixel method, clear GIF, web bug, or web beacon.
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For the evaluation, web analytics tools are used. The best-known tools and services of this kind include Google Analytics, etracker, and the open-source web analytics platform Matomo (formerly Piwik). Facebook customers feed the tracking data to the analysis tool Facebook Pixel using a corresponding embed code. In email marketing, counting pixel data can be analyzed with the following tools: MailChimp, Newsletter2Go, CleverReach, GetResponse, as well as Campaign Monitor. Some of these tools also work together with Google Analytics.
Tracking pixels offer many advantages to those using them. They deliver valuable data on user behavior, on page traffic, on page performance, and can be used for the optimization of online strategies and advertising campaigns. Webmasters and web designers can use this data to improve page performance and the page layout of online offers and shops. Social media activities and search engine optimization (SEO) also benefit from tracking technology: In combination with web analysis tools such as Google Analytics and Facebook-Pixel, a broader database and with that deeper insights into important marketing and customer insights can be generated. Targeting methods in marketing are a further field that greatly benefit from the solid data provided by pixel-based tracking, since scattering loss is kept to a minimum when reaching target groups. In addition, the placement of advertising elements on websites or in search engines can be successfully targeted.
Unfortunately, tracking pixels are also commonly misused and implemented into spam emails, to check on email addresses. When a user opens a spam email, the tracking pixel is loaded, and the email address is marked as valid and registered within the hacker network. Now, more and more unwanted spam and phishing emails can reach the verified account. In addition, when pixel-based counting technology is used, targeted manipulations can take place, e.g., through visitor exchange systems or click software.
Tracking that does not collect data anonymously and establishes a clear personal reference without the knowledge and explicit consent of the user is rated as particularly problematic. This is the case, for example, when email newsletters are sent with counting pixels and a direct personal reference can be established via the private email address and an individually assigned tracking ID. Tracking becomes even more questionable from the point of view of data protectionists when additional tracking techniques such as cookies contribute to the comprehensive profiling of users, and data from different sources is combined (for example surfing behavior combined with social media data).
For decades now, cookies have been the principle tool used by web analysts to collect user data. These cookies are used to monitor the performance of websites or ads and to optimize pages for customers. But many users have since caught on to this questionable method of data collection and analysis, now deciding to block these investigative text snippets. But a new method of online tracking is on...
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Email tracking notifies you when any email you sent has been opened or clicked. Email tracking software places an invisible image pixel in your emails that can detect the exact time and date an email has been opened by a recipient.
Email tracking provides you with valuable insight into your email interactions with contacts, networks, customers, or prospects. You can use this insight to strengthen your outreach by catering to their specific relationship with you.
Technology like email tracking can be used to improve the customer experience, but it must be used responsibly. Set some guardrails with your team about how and when to reach out to a recipient after you have received a read-notification.
There are a few different email tracking tools on the market today. In SalesHub, you'll get live notifications when someone opens or clicks your emails. You'll also get real-time updates on when and how many times a contact opens your email.
At this stage, every email tracking tool works a little differently. With SalesHub, tracked emails are signified by a checkbox that will appear in your Gmail or Outlook toolbar once you download the tool. Most tools will reflect a similar checkbox or indicator that allows you to choose which emails to track. Make sure that a recipient has opted-in to getting emails from your company before you email them or use email tracking.
HubSpot is known for its powerful sales platform, and email tracking capability comes with its suite of free sales tools. With HubSpot email tracking, you'll be able to tell when a lead opens an email, clicks a link, or downloads an attachment.
Mailtracker allows you to track how many times the email was opened, when, and with what device. Hunter.io promises that this extension will always be free and will never add a logo or other identifier to your emails.
SalesHandy provides email open notifications and activity tracking for up to 15 of your most recent records. Email tracking is completely free and unlimited for Gmail users, but you can upgrade to a paid plan to access the Outlook add-in.
Mailalert is a Google Chrome extension that offers unlimited tracking with no branding or logos attached to the emails. Unlike some of the options on this list, it offers click tracking completely free. It also includes real-time notifications/push alerts to help you achieve more agile response times.
In the past, there was a lot of uncertainty around emailing. But with email tracking software, there doesn't have to be. Email tracking can help you know exactly when your prospects open your emails and when to follow up.
This is also why email tracking pixels are essential for finding which headlines, offers, and CTAs work best for your audience. According to Liz Willitz, Expert Email Strategist and Content Marketing Manager at AWeber:
A/B testing is a method by which you can scientifically test the effectiveness of your email marketing. When A/B testing, you create two versions (called variants) of an email to determine which email statistically performs better. Once you find which email variant performs best, you can update your email strategy to include the winning email.
Nutshell Marketing plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!
An email tracking pixel will fire when the page it lives on is being viewed. Marketing and sales teams can either manually insert a line of code to add an email tracking pixel into the message. Alternatively, they can use third-party software to create and insert pixels into individual messages or entire campaigns, then analyze the results.
To be fair, tracking pixels of any kind can theoretically gain access to this information through advanced hacking methods. However, mainstream email providers (including Gmail) automatically run incoming communications through an image proxy server which blocks email tracking pixel-related trojans that go beyond the limits of what regular marketing or sales tracking pixel does.
You will know if your email has a tracking pixel if you use a tool such as Boxy Suite or Ugly Email. You can also assume that pretty much any communication you get from a brand will have a tracking pixel that ties to their website for when you choose to click through. And if your email provider shows a pop-up message about external images inside an email, you can simply decline the request to block the email tracking pixel.
You can also separate your email list into relevant segments to better understand the needs of individual demographics within your greater customer ecosystem. When you get very specific about your customer segmentation through email tracking pixel data, you end up with a campaign that is relevant and adds real value to their lives.
Nutshell has built-in email tracking that can be turned on and off with one click, and uses email tracking pixels to let you know who is opening your emails and how many times your emails, templates, and sequences are being viewed. This capability can be enabled on your Email settings page in Nutshell.
MailTracker is a free email tracking tool by Hunter.io, a popular email finder & verifier (and one of the tools that consistently seems to find its way near the top of my rankings of various email-related tools).
SalesHandy sends a real-time desktop notification for every email open and links click. Along with this, you can create and save up to 5 email templates that can be used to send similar emails quickly and easily.
Email tracking apps automatically place a 1-pixel, invisible image in your outbound emails. When the recipient opens your email, their email client calls the server where the tracking pixel is located in order to load the image.
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