Email Deliverability and Open Tracking with AWS SES

Email deliverability is the most important factor when sending emails at scale. Campaigns need to consistently reach inboxes for the sake of compliance. Amazon Simple Email Service (AWS SES) can help boost consistency rates, but presents unique challenges when it comes to tracking opened emails. The different methodologies do have significant implications for deliverability if done through common email providers, like Gmail.

How AWS SES Tracks Opens

The primary method for AWS SES to track email opens is by embedding a 1×1 tracking pixel into the email. When the recipient opens the email, their email client loads this image, sending a signal back to AWS SES to register the email as opened. It’s a common tactic across the industry, but there are still several hurdles to consider.

Deliverability Issues Due to Open Tracking

The biggest obstacle for this method is that some email service providers (ESPs) can detect the tracking pixel and flag the email as suspicious. From the tests we have conducted, we have discovered:

• When an ESP detects a tracking image, the email often lands in the spam folder rather than the inbox.
• Providers like Gmail automatically load these tracking pixels.  Every email that reaches a recipient’s inbox will be marked as “opened,” inflating the engagement numbers while the contact never actually reads the message.

CloudContactAI’s Approach to Open Tracking

Our method of combating these problems involves disabling the open tracking by default. Accounts that are integrated with AWS SES do not include tracking pixels in sent emails, avoiding the possibility of landing the message in spam. Ideally, there are more accurate indicators of customer engagement such as click-through rates and replies.

Best Practices for Email Deliverability with AWS SES

If you are using an AWS SES integration on CCAI and want to optimize deliverability, here are some best practices worth considering:

1. Avoid Open Tracking Pixels – Since tracking pixels can trigger spam filters, consider disabling open tracking and investing in alternative engagement metrics.
2. Authenticate Your Emails – Use SPF, DKIM, and DMARC authentication to build sender trust and reduce the likelihood of emails being flagged as spam.
3. Monitor Bounce and Complaint Rates – High bounce or complaint rates can affect your SES reputation. CCAI helps by avoiding sending repeat messages to addresses that bounced, but you should still inspect contact lists and ensure you are sending to a verified, active email list.
4. Improve Email Content – Spam filters are already trained on spammy language, excessive links, and large, suspicious attachments. Consider using software like Grammarly to verify the quality of your messaging.
5. Use Dedicated IPs if Needed – If sending high volumes of email, a dedicated IP address can improve sender reputation and deliverability.

CloudContactAI Integration

AWS SES provides powerful tools for email sending, but relying on open tracking can lead to both misleading engagement metrics and increased chances of sending messages into a contact’s spam folder. That is not to say these options are redundant.  Understanding the risks and leveraging alternative tracking methods can ensure better email deliverability and accurate user engagement data. CloudContactAI’s toolset can circumvent these problems using in-depth analytics for contact lists and alternative methods of open tracking.