If you’re sending out emails as part of your go-to-market (GTM) strategy, you probably want to know if anyone’s actually opening them, or—better yet—clicking on your links. Tracking email opens and click-throughs isn’t just for marketers with giant lists. It’s for anyone who wants to stop guessing what works and start making smarter decisions.
This guide is for you if you’re using ZapMail to send emails and want real, honest insight on tracking what matters. We'll walk through exactly how to track opens and clicks, what those numbers really mean, and where people get tripped up.
Let’s get into it.
Why Track Opens and Clicks? (And Why Not to Obsess)
Before diving into the “how,” here’s the honest truth:
- Open rates are a rough estimate. They’re useful for spotting big problems (like emails going straight to spam), but they’re not gospel. Some email clients block tracking pixels, and privacy features are making opens less reliable than ever.
- Click-throughs are what actually matter. If someone clicks a link, you know they engaged. That’s your gold standard.
- Don’t chase vanity metrics. High open rates feel good, but if nobody’s clicking or replying, it doesn’t matter for your GTM efforts.
Track both, but don’t let the numbers run your life.
How ZapMail Tracks Opens and Clicks (The Basics)
ZapMail, like most email tools, tracks:
- Opens by embedding a tiny, invisible image (a “tracking pixel”) in each email. When the image loads, it counts as an open.
- Clicks by redirecting every link through a special ZapMail server that logs the click before sending the user to the real URL.
What works: This method is standard, and for most use cases, it’s “good enough” to spot trends.
What doesn’t: Opens are often undercounted (images blocked) or overcounted (email previews). Clicks are pretty reliable, but you’ll miss activity if people copy-paste links.
Step-by-Step: Tracking Opens and Clicks in ZapMail
Here’s how to get tracking set up, check your data, and avoid common headaches.
1. Turn on Tracking in ZapMail
By default, most ZapMail campaigns have open and click tracking enabled. But double-check:
- When creating a new ZapMail campaign, look for “Track opens” and “Track clicks” checkboxes. Leave them checked.
- If you’re sending automated emails via zaps, check your zap’s settings for tracking options.
- For transactional or one-to-one emails, tracking may not be enabled by default (some laws and best practices discourage it for personal email).
Pro tip: If you’re not seeing tracking options, check your account permissions or ask your admin. Some organizations restrict tracking for privacy reasons.
2. Add Links Wisely
Clicks only get tracked if you use full, clickable URLs in your email body. Here’s what doesn’t get tracked:
- Text instructions like “go to oursite.com and log in.”
- Images or buttons that aren’t linked.
- Email signatures with raw URLs (unless ZapMail rewrites them).
Best practice: Always use the “Insert Link” button when writing emails in ZapMail’s editor. Make sure every call to action is a real link.
3. Send a Test Email
Before blasting out a campaign, send yourself a test.
- Open the test email in your inbox. (If you use Apple Mail or Gmail, be aware they might block images by default.)
- Click every link once.
- Go back to ZapMail’s campaign dashboard and check if your open and click registered.
If the test didn’t register an open: Images might be blocked. Try viewing in another client or enabling images. Remember, some opens just won’t get tracked.
If clicks don’t register: Make sure you’re clicking real, ZapMail-generated links, not copied URLs.
4. Check Your Metrics in ZapMail
After sending your campaign:
- Go to your campaign dashboard.
- Look for “Opens” and “Clicks” stats (usually shown as both raw numbers and percentages).
- Click through to see individual recipient activity if you need details.
What to look for:
- Abnormally low open rates (think: under 10%) could mean your emails are getting filtered or blocked.
- High opens, low clicks? Your subject line is working, but your content or CTA isn’t compelling enough.
Ignore tiny changes (like 0.5% up or down). Focus on big swings or sudden drops.
5. Export Your Data for Deeper Analysis
ZapMail lets you export your open and click data as CSVs. This is handy if you want to:
- Slice and dice the data in Excel, Sheets, or BI tools.
- Match activity to your CRM or sales pipeline.
- Build dashboards to share with your team.
Just don’t get bogged down in spreadsheets. Look for patterns, not perfection.
What Email Engagement Numbers Actually Mean
Let’s cut through the noise:
- Open Rate Benchmarks: For most GTM emails, 20–40% is average. Lower? Check your list quality or subject lines. Higher? Congrats, but it might just mean your list is small or highly targeted.
- Click-Through Rate (CTR): 2–5% is typical. Anything above that means you’re probably nailing your value prop. Below 1%? Time to tweak your offer or copy.
- Multiple Opens: Sometimes you’ll see a single recipient with 5+ opens. Usually, that’s them opening on different devices or forwarding to colleagues. Or, it’s their email client doing weird things.
What to ignore:
- Tiny changes week to week.
- “Unique opens” vs. “total opens” — unique is what matters for reach.
- Anyone promising “100% accurate” tracking — it doesn’t exist.
Privacy, Deliverability, and Legal Stuff You Can’t Ignore
A few things to keep yourself (and your company) out of trouble:
- Respect opt-outs and privacy laws. If someone unsubscribes, stop tracking them. Don’t try to “outsmart” privacy features.
- Don’t track sensitive or internal emails. Tracking is for campaigns, not HR updates or personal conversations.
- Deliverability matters more than tracking. If your emails aren’t landing in inboxes, open rates will be awful. Use a tool like mail-tester.com to check your sender reputation.
Pro tip: Over-tracking can actually hurt deliverability. If your emails are stuffed with tracking pixels and redirect links, spam filters might flag them.
Getting Real GTM Insights (Not Just Pretty Reports)
Here’s where a lot of folks go wrong: They look at opens and clicks as the finish line. They’re not. Here’s how to actually use the data:
- A/B test subject lines and CTAs. Run small experiments. Did changing the subject boost opens? Did a new CTA bump clicks?
- Map clicks to real outcomes. Where do clicked users end up? Did they sign up? Book a call? Use UTM parameters and landing page analytics to connect the dots.
- Share results, but keep context. Don’t just wave around the highest open rate. Ask what it means for your GTM motion—did it move the needle?
What to Ignore (And What to Watch)
Ignore:
- Chasing “best time to send” unless you have a massive list.
- Obsessing over minor fluctuations.
- Trying to “game” the open rate with clickbait subject lines.
Watch:
- Sudden drops in open or click rates—could mean technical issues.
- Consistent underperformance—time to rethink your messaging or targeting.
- Actual business outcomes, not just email metrics.
Wrapping Up: Keep It Simple, Iterate, Repeat
You don’t need a PhD in analytics to get value from ZapMail’s tracking. Set up tracking, keep an eye on the numbers, and focus on real engagement—people actually clicking your links or replying.
If you’re not getting the results you want, experiment with small changes, see what moves the numbers, and don’t sweat the rest. GTM is about learning, not getting perfect data.
Keep it simple, don’t obsess, and let your results guide your next step.