Definition
Email cookie tracking refers to the use of cookies set via email content — typically through tracking pixels or linked landing pages — to identify and track subscribers across websites. When a subscriber opens an email (loading a tracking pixel) or clicks a link (arriving at a landing page), a cookie can be set or read in their browser.
Cookie tracking in email enables cross-device and cross-channel tracking, allowing marketers to connect email engagement with website behaviour and build more complete subscriber profiles.
How Email Cookie Tracking Works
- An email is sent with a tracking pixel or link that points to a domain controlled by the sender
- When the subscriber opens the email or clicks a link, their browser makes a request to the senders server
- The sender can read existing cookies (if the subscriber has visited the website before) or set new cookies
- This cookie links the email engagement to the subscribers website behaviour
Types of Cookie Tracking in Email
| Type | How It Works | Data Collected |
|---|---|---|
| Third-party cookies (deprecated) | Cookies set by advertising trackers embedded in email | Cross-site browsing behaviour |
| First-party cookies | Cookies set by the senders own domain | Website visits, purchases |
| Click-through cookies | Cookies set when subscriber clicks email link | Post-click website behaviour |
| Pixel cookies | Cookies set when pixel loads (if pixel domain has visited) | Limited (pixels often blocked) |
The Decline of Cookie Tracking
Major industry changes have limited cookie tracking in email:
| Change | Impact on Email Tracking |
|---|---|
| Apple MPP (2021) | Prevents pixel-based cookie tracking for Apple Mail users |
| Third-party cookie deprecation (Chrome, 2024+) | Eliminates cross-site tracking via email |
| Email client restrictions | Many clients block third-party resources |
| Privacy regulations | GDPR, CCPA restrict cookie use without consent |
Current State of Email Cookie Tracking
- Third-party cookie tracking in email is effectively dead: Apple MPP blocks it. Chrome is deprecating third-party cookies. Most major email clients restrict it.
- First-party tracking still works: When subscribers click a link and arrive at your website, first-party cookies can still track their behaviour.
- Consent is required: Under GDPR and similar regulations, cookie tracking requires informed consent — including cookies set through email.
Alternatives to Cookie Tracking
| Alternative | How It Works | Compliance |
|---|---|---|
| Server-side tracking | Track clicks via redirect, no client-side cookie needed | Requires consent |
| Email-linked profiles | Connect email engagement to CRM/ESP profiles | Requires consent |
| Privacy-focused attribution | Aggregate-level analysis without individual tracking | Lower compliance risk |
| Zero-party data | Preferences collected directly from subscriber | Privacy-safe |
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
Limitedly. Third-party cookie tracking in email is effectively non-functional due to Apple MPP, Chrome deprecation, and email client restrictions. First-party cookie tracking through email click links still works but requires user consent.
Yes. Any cookies set through email tracking (tracking pixels, click tracking) that collect personal data require informed consent under GDPR and similar regulations. This includes first-party cookies set through email links.
Subscribers who block cookies cannot be tracked via cookie-based methods. Alternative tracking methods (server-side tracking, engagement scoring) can still provide aggregate data without relying on cookies.
The deprecation of third-party cookies primarily affects cross-site retargeting from email campaigns — for example, showing Facebook ads to email openers. First-party tracking, email attribution, and ESP-based analytics are not affected.
Use transparent consent mechanisms for all tracking. Clearly disclose what data is collected and how it is used. Offer opt-out options. Use first-party tracking where possible. Limit data retention. Focus on aggregate analysis rather than individual-level tracking.