Inbox Integrity: Does Email Tracking Compromise Ethics?

E-mail is one of the world's most important means of communication. In fact, over 300 billion e-mails are sent worldwide every day. The success of e-mail communication is due to a number of factors: instant and organized communication, low cost of use, and the ability to share attachments between users. On the other hand, there are also disadvantages to communicating by email. Because of the asynchronous nature of this communication channel, it's difficult to keep track of certain information, such as whether an e-mail has reached its recipient or been read. Tools called "email trackers” (generally in the form of browser extensions) offer a solution to this problem. Email trackers let you know whether the receiver has opened and read the email, without he or she being specifically aware of it.

So, what strategies can be implemented to ensure the ethical use of email trackers in digital marketing?

What is email tracking?

Email tracking is a practice that enables e-mail senders to monitor and gather information on how their e-mails are being processed by recipients. The practice is usually based on the use of tracking tags embedded in the e-mail content or on specific links.

Tags, also known as tracking pixels, are pixel graphics integrated into the header and footer of an email. Invisible to the naked eye, these trackers transmit data to the tool's server once the email has been opened. This tag then records information such as the time of opening, the approximate geographical location of the receiver, the type of device used, and other data relating to the interaction.

In addition to being invisible, the tracker also works in the background, making the use of such a tool totally imperceptible to the recipient.

Why does email tracking raise moral concerns?

The fact that trackers are undetectable to the receiver raises ethical and moral concerns about the privacy of these individuals. Indeed, email tracking enables senders to collect detailed data on recipients' behavior, such as: the precise moment the email was opened, approximate location via IP address, or the type of device on which the email was read, without necessarily obtaining their specific consent. Unlike ad tracking (which does not necessarily require the use of personal data), email tracking is directly associated with personal data - namely the receiver’s email address. Generally speaking, the recipient has no way of knowing in advance that the e-mail received is equipped with tracking tools. Consequently, the use of e-mail tracking without his or her explicit consent can be considered an invasion of privacy.

How can email tracking practices be improved?

To preserve the ethics of e-mail communication and maintain user confidence, it is important to emphasize the notions of consent and transparency.

Improving email tracking practices through informed consent :

Although digital privacy laws have come a long way in recent years, consumer rights regarding email trackers are still rather unclear. In Europe, the RGPD recognizes that companies must supervise the use of such technologies by their employees if they do not collect consumer consent. In the United States, there is no federal law prohibiting the use of web beacons to track emails, but there are state regulations, such as the CCPA in California.

In practical terms, asking recipients to opt-in makes it possible to be totally transparent about these practices, while complying with regulations. This means that before inserting a tracker in an email, senders must inform recipients of their intention and obtain their explicit approval.

Improve email tracking practices through full transparency :

In addition to requesting the consent of the email recipient, transparency in communication remains a key element in the ethical use of email trackers. Clearly mentioning the presence of a tracker and its purpose helps to create a basis of trust between sender and receiver. When users are informed about the use of trackers, they are more likely to trust the sender and ultimately maintain healthy, lasting relationships. What's more, by being totally transparent, recipients won't feel cheated or manipulated if they later discover the existence of trackers.

Some companies, such as Qualtir with their free Gmail Track tool, include a distinctive logo in emails to clearly signal the presence of their trackers. While the sender may or may not choose to display the logo depending on the offering chosen, this approach not only informs the recipient of the tracker's presence, but also demonstrates proactive transparency that can help mitigate privacy concerns and build user trust.

Superhuman case study

Superhuman, a company offering a high-end e-mail reader, has raised ethical concerns over its use of e-mail tracking tags. The company has been criticized for automatically including tracking tags in e-mails sent by its users, without always obtaining their explicit consent.

Specifically, the company was accused of not sufficiently informing e-mail recipients that their interactions were being tracked. As a result of this criticism, Superhuman has taken steps to improve its practices, including making e-mail tracking opt-in (i.e., users must activate this feature if they wish) and clarifying its privacy policy.

The use of email trackers is a widespread practice. According to a 2018 Princeton University study on email tracking, nearly 70% of emails received that were linked to a mailing list, contained trackers. Using trackers is indeed particularly useful for marketing professionals, sales teams, or anyone needing confirmation that their message has been received and read.

On the other hand, trackers can often be perceived as unethical, due to their discreet and invisible nature. This characteristic can lead to data collection without the explicit consent or knowledge of recipients, creating a tension between functional benefits and respect for individual privacy.

By taking proactive measures, such as openness in communication and consent, brands can not only respect ethical principles, but also strengthen their reputation and build customer loyalty.