As AI technology advances, its capabilities raise concerns in digital marketing. Recent findings reveal that nearly half of all internet traffic consists of bots, which can distort engagement metrics such as email opens and clicks. A study by Omeda indicated that approximately 63% of clicks on emails originated from bots. This challenges marketers’ understanding of their success. Various types of bots—from security to malicious—affect different aspects of online engagement, making bot filtering essential for accurate data analysis in campaigns.
Email is a big part of being an effective B2B marketer, but bot traffic can skew open and engagement rates, leading to false assumptions.
Bots make up nearly half of all internet traffic, with a significant amount of email engagement metrics possibly coming from bot activity.
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