The Hidden Problem with Email Tracking Pixels

Email tracking pixels have a hidden problem that causes confusion when comparing email performance across providers. Where a provider places the pixel changes what an "open" means, and if you're not aware of this you can make decisions based on misleading data. This page explains how pixel placement affects open rates and how Bento handles it.

The Placement of Tracking Pixels

The key issue is where the tracking pixel is placed in the email. Some providers put the pixel at the top of the email, while others (like Bento) put it at the bottom. This might seem like a small detail, but it can have a big impact on your open rates. Here's why: when an email loads, it loads from top to bottom. So if the pixel is at the top, it will load first, before any of the other images or content in the email. This means that even if the user doesn't actually open and read the email, the pixel might still fire, inflating your open rates.

The Impact on Mobile Devices

This problem is even worse on mobile devices, particularly on iOS. On iOS, if you get a notification that you received an email, it can actually fire the tracking pixel without you ever opening the email. This happens because the pixel code is rendered in the preview snippet that's shown in the notification. So providers that put the pixel in the header can end up with massively inflated open rates that don't reflect real user engagement.

Why This Matters

The whole point of tracking opens is to pick up on potential issues with your email content or deliverability. If you notice an email has really low opens, that's a signal to debug the content first before blaming the provider. But if the pixel placement is artificially inflating your open rates, you lose that debugging ability. You might think your emails are performing great, when in reality, they're getting cut off or not really being read.

Comparing Open Rates Across Providers

When you're comparing email performance across providers, make sure you know where they're placing the tracking pixel. If they're not putting it in the same place, you're not getting a fair comparison.

Bento puts the pixel in the footer to avoid inflated open rates. If you're coming from a provider that puts it in the header, Bento can toggle pixel placement on your account to give you a true apples-to-apples comparison. Contact support or ask in Discord to have this changed.