A new report from encrypted email provider Proton has revealed that 80% of major retailers embed hidden tracking mechanisms in their marketing emails, monitoring whether you open them, what device you use, and if you click links. This practice goes far beyond simple marketing; it’s a systematic collection of user data designed to refine spam targeting and maximize engagement.
How Retailers Are Watching You
The study, conducted over 28 days including the Black Friday weekend, examined over 50 major retailers with both online and physical stores. Proton Mail’s servers scanned incoming emails for known tracking domains and pixel signatures, identifying which companies actively monitor user behavior. The findings show a clear divide: some brands aggressively track opens and clicks, while others avoid such practices altogether.
The “Worst of the Worst” vs. The “Most Respectful”
Proton categorized retailers into four tiers based on tracking frequency and volume of emails sent. CB2, Anthropologie, Victoria’s Secret, VS Pink, and Crate & Barrel were identified as the “worst offenders,” sending frequent emails packed with tracking links. In contrast, Nike, Bass Pro Shops, H&M, New Balance, and Burlington stood out as the “most respectful” senders, avoiding trackers entirely during the monitored period.
The report notes that the aggressive trackers are not accidental; they’re deliberately engineered to collect user data for more effective spamming.
Why This Matters: The Erosion of Email Privacy
This isn’t just about annoying marketing emails. The widespread use of tracking pixels and embedded links erodes consumer privacy, allowing retailers to build detailed profiles based on your online behavior. This data can be used for targeted advertising, personalized pricing, and even sold to third parties. The findings reinforce growing concerns about how corporations exploit personal data without transparent consent.
“The inbox has become a high-volume, high-noise channel where brands battle for attention while silently gathering data on every open… This is not accidental — it is an engineered assault on your attention and your privacy.” — Anant Vijay Singh, Proton Mail Head of Product
What Can You Do?
Protecting your data requires proactive measures. Services like Proton Mail and DuckDuckGo offer enhanced tracking protection, blocking many of these hidden surveillance tools. For those seeking more aggressive data removal, services like Operty can help scrub your information from various databases. The findings underscore the need for consumers to be aware of how their data is collected and used, and to take steps to regain control over their digital privacy.
The reality is clear: most retailers prioritize data collection over user privacy, and consumers must actively defend themselves against this silent surveillance.
