Last month, we sent some of our newsletter subscribers an email to say that we’d noticed they weren’t opening our newsletters and, unless we heard otherwise, we’d be removing them from our mailing list.
A number of people replied to that email to say, ‘Actually, I do open your emails — I just have image loading turned off so you don’t track my activity’. This was a welcome reminder to examine our own practices.
Such responses triggered a conversation within mySociety, resulting in a session at our team meeting last week, with the upshot being a decision to turn off personally identifiable tracking on all our newsletters.
We’ll be able to see how many people visit our blog posts from the newsletter, but that’s all — we won’t be able to associate visits with particular accounts, nor will we know how many of the views are from repeat visits rather than different users.
This decision reflects mySociety’s position as an organisation concerned about matters of privacy and also feels like it’s part of a wider movement within our sector: we’re not the only ones having this conversation.
But why did you track opens at all?
The obvious question, given this statement, is why mySociety were tracking activity in the first place.
Partly tracking was in place to help manage the financial cost of our newsletters. We use Mailchimp, whose costing structure is based on how many subscribers you have at any one time: you pay more for each subscriber even if they are not active.
Sending an email to people who hadn’t opened — or who appeared not to have opened — our emails for over a year was a way of cutting the costs of holding a large database on Mailchimp, and you can only do that if you know who they are.
For purposes of understanding the impact of our communications, too, it is helpful to be able to see how many people have opened a mailout, what stories have been clicked on, and which have not.
However, this can be done in a way that doesn’t intrude on the users’ privacy – and, as mySociety team members posited during our team meeting, a cost saving on our side doesn’t justify infringing on privacy.
Mailchimp’s defaults assume that you want as much information in as granular a form as possible, but they do give you the option to turn tracking off.
As far as we can see, one has to remember to do this each time a mailout is sent, but we’ll also be contacting Mailchimp to ask them if the relevant boxes could be unchecked by default, or managed at a global level.
So from now on
After our team discussion, we’ve made the immediate decision to turn all tracking off on our newsletters. Thank you if you were one of the people whose feedback spurred us to have this conversation and arrive at this decision.
And if you’d like to subscribe to our newsletters, you can do so here.
Image: Jehyun Sung