Tracking: opens, clicks, replies and unsubscribes

Every email the app sends has its own record: applications, cold emails, follow-ups, campaign and automation emails, and answers from the inbox. Opens, clicks, replies, bounces and unsubscribes land on the exact email they belong to, so you can see that “follow-up 2” or “version B” got the reply.

Tracking every email

Settings → Tracking & unsubscribe → “In every email” tracks opens and clicks in everything you send. It is on for sales and marketing; job seekers' applications go out as written unless a template asks for tracking. A template can opt out with “Don't track this email” (for a plain personal note).

People and machines

• Apple Mail loads the pictures of every email for its users, read or not. Those opens are shown as “machine opens” and don't count unless you switch on “Count machine opens as opens”.
• Security scanners open links the moment an email arrives. A link checked within seconds of sending, a request that only checks the link, or several links “clicked” at once are marked as a scanner, kept, and never counted as a person.
• Gmail and Yahoo load pictures only when the email is opened, so their opens count.

Unsubscribe

Every campaign carries an unsubscribe link and the one-click unsubscribe header Gmail and Yahoo expect. Anyone who opts out is never emailed again, from any mailbox or campaign.

Your own tracking domain

1. Settings → Tracking: enter a subdomain such as links.yourcompany.com.
2. Add the CNAME record shown to your DNS.
3. Once it checks out, links and the open pixel switch to your domain.

Automatic UTM tags can be added to your links, so visits from email show up as such in Google Analytics.