Why Do Digital Transformations Fail So Often and Go So Badly?

July 24, 2025

By

Charles

X

min read

It’s remarkable that today, at the height of the tech industry’s dominance, organisations across the globe continually fail to achieve their digital ambitions. But why? Despite massive investments in time and money, the same themes repeat. What our research show's is that digital transformation doesn’t fail because technology is lacking, it fails because organisations overlook the people who are expected to use that technology.

In this article, we’ll explore what we’ve learned, share our key insights, and explain how understanding what your team already does is essential to making a success of digital transformation.

McKinsey, Capgemini, and Deloitte studies show failure rates of 67-75%, at an average of 2.5 years in. One Deloitte study found that only 13% of transformation projects where a success!

Overestimating digital tools and underutilisation

Many organisations overestimate the power of their digital tools, assuming that purchasing the latest software will automatically solve their problems and realise their digital ambitions. However, these tools are often vastly underutilised, poorly configured and are do not reflect existing practice.

Research from Oxford University and IT University of Copenhagen shows that on average IT projects got 73% over budget, and the 38% that make it in to the "fat tail" go 206% over budget.

Large investments are made in technology, only for it to remain unused or used inefficiently because employees lack the skills or understanding to fully integrate it into their day to day workflows. But also because the software was not bought in response to what's actually done day to day. This disconnect between technology investment and usage arises because organisations of all sizes, fail to consider how tools will fit into the practical realities of their teams.

The role of digital maturity

The concept of digital maturity helps us understand this disconnect. Being digitally mature is not just about owning the latest tools, but about understanding how to use them effectively to drive business goals. It’s a journey where organisations progress from low levels of digital integration (where tools are adopted in silos) to a state where data and technology flow seamlessly across the organisation, enabling real innovation.

You can find out more about digital maturity in our Guide to Digital Maturity Levels  and more here about our Digital Maturity Audit.

To illustrate this, imagine you’re setting up for a car race. You might think using an F1 car is the obvious choice because it represents the pinnacle of automobile engineering. However, digital maturity teaches us to start by considering the driver—you. Who are you, and what are you capable of? You need to find a track that suits you, build a team that will support you, and then pick the car that matches your current level of ability.

Most drivers start with go-karts, then move to GT racing, and eventually work their way up to F1—but it’s a planned journey that matches development with ambition. Simply buying the F1 car doesn’t make you an F1 driver, nor can you retrofit an F1 engine in to a go-kart (or at least you probably shouldn't).

The challenge: Drivers and other sportspeople race and compete to find out what they’re able to achieve. Businesses, however, rarely do this with software and teams. Often, they leap ahead in ambition, skipping important steps like testing, training, and gradual progression.

"We have a well defined tech stack"

Organisations often believe they’re operating with a streamlined set of key applications, or heading toward that end state. Our experience tells us that reality, is very different. There are typically hundreds of different tools in use across teams, used a variety of ways to both supplement, and replace key applications. This phenomenon, often referred to as digital sprawl, results from employees finding "better ways" to complete tasks outside of official workflows.

What’s critical to acknowledge here is that where digital sprawl and shadow IT are present, they are foundational to your organisation. Your organisation, and current success, is built on these tools, whether you like it or not. Ignoring or trying to suppress them without understanding why they were adopted in the first place only stifles innovation and masks the true needs of your employees.

In this respect shadow IT represents both a challenge and an opportunity. On the one hand, it creates security and management issues as IT departments lose sight of which tools are being used and where data is stored. On the other hand, these unsanctioned or unseen tools can provide rich insights into the day-to-day experiences and priorities of employees. These tools represent user-led innovation, showing how teams solved real-world problems with technology they preferred.

By embracing this reality and shining a light on these tools, we can understand the workflows behind them, and uncover the intrinsic knowledge employees have gained. Changing these intrinsic habits is key to aligning technology with digital ambitions. Moreover, user-led software procurement could become a powerful strategy; imagine employees, the end-users, having a say in what software gets adopted, and adopting software that's already working well within your shadow IT. After all, your team are the ones doing the work.

"Why don't we just integrate everything?"

Integrations are often promoted as the solution to the problem of data silos and disconnected processes. They are offered as a cure all for the challenges with shadow IT, with "just integrate it" a familiar response. The promise is simple: seamless data transfer between systems to break down knowledge and departmental barriers. However, the reality is far more complex.

Most software is built on its own proprietary database, designed with specific goals, logic, and workflows to support its function. When you attempt to integrate different systems, you are confronted with the challenge of reconciling not just disparate databases, but the differing intents and rules behind each system. Some of these simply cannot be reconciled.

Understanding the gaps in integrations is often more important to the success of a digital transformation than where data seamlessly maps from A to B."

For example, consider integrating a finance system with a CRM. On paper, the goal is to have seamless communication between sales and finance. In practice, something as simple as record deletion can become a major issue. Sales teams may want to merge or delete records in the CRM, but the integrated finance system may block this for data integrity reasons, causing friction and inefficiency. Instead of solving the problem, integrations often introduce new hurdles, making everyday tasks even more cumbersome.

"OK, let's just shut it down". Trust vs. Zero Trust

Another approach getting universal compliance and removing digital sprawl is to restrict access. A great example of this is cyber security's promoted Zero Trust model, where users are granted the least privileged access,  everything is continuously verified and the organisation assumes they are in breach permanently.  While limiting access and adding extensive layers of security and validation may sound like a logical solution, in practice, it often faces challenges in a complex environment. Do you really want your organisation to operate on a foundation of distrust? It's rare to find a business leader who desires to distrust their team and tech by default—so there must be a better way.

Zero trust is a sound principal for managing cyber security risk, but it does not provide an answer to risk appetite, and that's where innovation lives.

Most leaders we engage with tell us that more data, analytics, restrictions, and more top-down decision-making doesn't feel like the answer to creating a digitally mature business. While Zero Trust is often critical in regulated industries, and a great place to start, it's ultimately a means to respond to risk.

What we see in digitally mature organisations is this risk reassessed, with control reframed not as a privilege, but as a right. These organisations strike a balance between security and freedom, empowering employees to innovate while maintaining the right level of control, and visibility of the digital estate. Those that create an open culture are most successful, able to rapidly replicate success at scale elsewhere in the organisation, often repurposing tools and methods to meet differing needs.

"Everyone know everything they need to know"

This leads us to collective intelligence. A common flaw in how businesses approach digital transformation is the assumption that knowledge is evenly distributed throughout the organisation, or at least distributed where it is needed. This assumption is what we call collective intelligence, when the group is always more knowledgeable than the individual. However, in practice, this rarely proves to be the case.

Teams fail to note their learning and best practice and are worse still at sharing when they do. Knowledge often resides within a few key individuals or teams, creating bottlenecks that prevent the free flow of information. In low maturity organisations these information siloes also create a shadow organisation hierarchy, what we call a shadow topology, where key people retain influence and power because of the information and access they horde, rather than because of management of structural authority.

The most digitally mature organisations are those that break down these silos, encouraging the sharing and utilisation of information across the entire company. By creating open communication channels, businesses can fully leverage collective intelligence to drive true innovation.

"But everyone wants more and better digital tools"

One of the biggest challenges to digital transformation is cultural resistance. We frequently see three key issues: knowledge and tech hoarding, overestimation of digital skills, and an entrenched investment in the status quo.

Digital transformation doesn’t fail because technology is lacking, it fails because organisations overlook the people who are expected to use that technology.

People with digital skills often guard their knowledge, creating dependencies on a few individuals while preventing others from gaining essential skills. Similarly those with powerful digital tools restrict access to a small group of peers, preventing the wider organisation from benefiting. Additionally, many employees overestimate their digital capabilities, assuming they are far more adept than they truly are. This overconfidence often leads to resistance when new tools or processes are introduced.

Furthermore, there is a significant investment in maintaining the status quo. Familiarity often wins out over change, even when existing systems are inefficient. And, when questioned about what role they play in the unsatisfactory results they are seeing, many leaders struggle to acknowledge their part in perpetuating these limitations.

Digitally mature businesses share tools, knowledge and "tricks" at scale, ensuring that everyone benefits. Their leaders acknowledge their own role in creating asymmetric knowledge siloes (where information from "higher up" is guarded unnecessarily) and work hard to share what they know and want to achieve.

The most successful digital businesses have an alignment of mission, values, policy, process, practice and software.  Creating a virtuous cycle that engenders confidence, clarity and an ability to react.

"Everyone knows what I'm saying"

Starting on the journey toward collective intelligence doesn't just push on cultural and structural boundaries. Our ability to communicate, something very familiar to most leaders, is an obstacle in and of itself.

Even the most basic forms of communication are riddled with misunderstandings, which can significantly undermine digital transformation efforts. We know what we think we have communicated, but rarely test what has been received. Take emojis, for example. While often thought of as universal, emojis are regularly misinterpreted across different cultures.

For instance, the folded hands emoji 🙏 is often seen as a symbol of prayer or gratitude, but in some cultures, it is simply a greeting or a high five. Even the halo emoji 😇, which is typically used to denote innocence or goodness, is interpreted as a threat in certain regions. The goal here is to demonstrate how easily communication can go wrong, even when the intent is clear.

In digital transformation, when teams from different departments and backgrounds are required to collaborate, these kinds of miscommunications are amplified. Ensuring that everyone has a shared understanding is crucial. Without it, even well-intentioned initiatives can fail. This is where sources of truth matter most.

"I know our processes"

Often, it’s not the people at the top of the organisational chart who hold the most valuable knowledge. Instead, it’s those on the ground with years of experience who truly understand how things work. These individuals are often the champions of the status quo, but also invaluable for driving digital transformation from within. In our work we rarely find a direct correlation between C-Suite's intent, and the day to day reality of those on the ground. It's essential to execute successfully on strategy that this changes.

Organisation leadership needs to engender an environment where strategy and mission are manifest in policy, delivered via process, best practice and software. Gaps between all of these parts should be clear, helping us understand the role that people play in both the expected execution, and spanning the gap between ambition and reality.

Digital mapping is an essential tool for overcoming these challenges. It involves examining both digital and manual processes within an organisation to identify workflows and sources of truth, determining where the true sources of knowledge reside and what "day to day" looks like. By mapping out processes and pinpointing where the knowledge lies, businesses can create a more accurate and effective transformation strategy, one that reflects the reality of today, values the status quo and acknowledges the challenges in changing that.

"I'm great with computers, or I know someone who is"

The issue of overestimating skills is present across industries, from finance to software development. People tend to assume that their level of competence is higher than it is, while simultaneously using their own abilities as a benchmark for others. This creates a problematic environment where critical improvements are overlooked, and progress stalls. When people believe they are more skilled than they are, they are less likely to engage in training or support efforts, and they may resist changes that could actually improve their workflows and the business as a whole. Overcoming this mindset is key to ensuring the success of any digital transformation effort.

Even with the right tools and champions, the skills gap remains a significant barrier to successful digital transformation. Many employees lack the basic digital skills needed to effectively use new technologies, and suggesting that someone needs to improve their skills is often met with resistance, as it can be perceived as patronising.

Consider a simple example. Someone typing at 40 words per minute (wpm) and spending four hours a day typing could dramatically increase their productivity by doubling their typing speed to 80 wpm. This improvement would double their output in the same amount of time, freeing them up for more complex tasks. Yet many people fail to see the value in improving fundamental skills like this at the same time as increasing the amount of "screen time" expected.

Our analysis shows fundamental skills like typing and mouse use create obvious, but unexpected cultural challenges. If tasked with producing 2000 words you might delegate this to someone with in your team, what you don't know if that the person you have delegated to types at half the speed you do. This creates a situation where delegator has an unreasonable expectation for delivery as at best you will no receive the work in twice the time you would consider normal. This becomes a negative feedback loop where either less work is delegated, or tensions rise as expectations have to be reset.

"It's all about the customer"

But who is the customer? A common theme in digital transformation projects is a focus on the wrong customer. Typically, Customers (big C) are treated as the main customer, with a perception of their perception of value driving decisions. While this isn’t necessarily wrong, it’s important to consider who the best “customer” of a digital transformation is. Who will benefit, who will struggle, and how does their experience impact the overall success of the project?

Before you invest in software, call your own switchboard, email your own support team - then login as your team do, take the same calls and respond to the same emails in the same way that they do day to day.

If instead of the Customer (big C) we think of our team as the customer, our priorities in technology change profoundly. By focusing on those who actually interact with the technology daily, we close the gap between ambition and reality.

Often, it is about working with what we have, not what we wish we had, and ensuring that our teams are empowered to use technology effectively. There is no shortcut to avoiding the hard work of aligning the team’s needs with the overall goals of the transformation.

"I love change"

Often, digital success competes with internal barriers, such as outdated policies, ingrained habits, or competing priorities. It is important to ask who might be repressing innovation and why. By addressing these internal challenges head-on, businesses can ensure that the full potential of new technology is realised, rather than being limited by the very systems they are trying to improve.

Ask yourself: If software is designed to allow something radically new, are we ready for that? Have we considered who in the organisation may resist this change, and what policies or practices might prevent this new capability from coming to light? Who loses their role if transformation is a success and what does than mean for them and us?

"Don't worry, AI's going to solve everything"

AI is often seen as the magic bullet for digital transformation, but like any other tool, AI is only as effective as the way it is used—and, more importantly, where it is used. AI isn’t a replacement for people; it’s a tool to enhance what they are already doing.

The bigger challenge is figuring out where AI will have the most significant impact. For example, using AI to automate simple, repetitive tasks can free up time for more complex, creative work. However, AI will not be effective if employees lack the foundational skills or understanding to work alongside it. In digital transformation, the human element is just as important as the technological one.

Thanks for reading

There's a lot to consider when thinking about digital transformation, and sometimes you will get everything you need instantly from a new tool or app. But on the whole digital transformations require exploration and careful planning.

Remember, 67-75% of digital transformation don't fail because technology is lacking, they fail because organisations overlook the people who are expected to use that technology.

Technology is a tool, not a solution in itself, and the key to success lies in understanding and aligning the needs, skills, and workflows of the people who will use it.

Successful digital transformation requires not only adopting the latest tools but ensuring those tools fit seamlessly into the day-to-day operations of the team. Digital maturity, collective intelligence, and a focus on both internal and external customers are critical for bridging the gap between ambition and reality.

By acknowledging the importance of communication, skills, and a thoughtful, user-driven approach to technology adoption, businesses can overcome the common pitfalls that lead to failure and create an environment where both innovation and people thrive.

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Mystery Steps and Email Misfires: How Hidden Workflow Chaos Eats Growth

Expose hidden workflow missteps, duplicate tasks and email ping pong draining productivity, how Yopla map processes to turn chaos into faster lasting UK growth.

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Mystery Steps and Email Misfires: Why Your Workflows Aren’t What You Think

Every business leader likes to believe they know exactly how work gets done in their organisation. You might assume all teams are following the same script, from sales and marketing to customer service. Spoiler alert: the reality is often quite different. The simple workflows you started with may have taken on a life of their own. Let’s explore why clearly defined workflows and consistency matter, and why the way you think work gets done might be a far cry from what’s actually happening.

The Great Workflow Assumption

On paper, you probably have processes for everything. Maybe there’s a standard onboarding checklist for new hires, a documented procedure for handling customer queries, or a flowchart for how a sale moves from lead to invoice. It’s comforting to assume everyone follows these processes to the letter. This is the Great Workflow Assumption … the belief that work in your organisation happens exactly as it’s supposed to.

In reality, people are people. Teams under pressure find shortcuts. New employees learn from Sandra down the hall that “actually, we do it this way.” Over time, what’s written in the handbook and what happens on Monday morning can drift apart. It’s nobody’s evil plan, it just happens. Everyone assumes the process is clear, but each person might have their own version of how it’s done. It’s like a company-wide game of whispers: the message (or process) changes a bit with each handoff.

Now, at a small scale, these differences might not be obvious. In a tight-knit 10-person team, you can possibly get away with informal understanding. But when you grow to 25, 50, 100, or more, those little deviations add up. The CEO still thinks “We have a smooth process for X,” while on the ground floor, X is being done five different ways (only one of which matches that neat diagram in the SOP binder). This isn’t about blame, it’s about visibility. You can’t fix what you don’t see, and assumptions can act like blinders.

When Workflows Go Rogue

So what does it look like when the ideal process in your head doesn’t match the messy reality? Here are some relatable examples of workflows going rogue in the wild:

  • Duplicate Efforts: Two departments unknowingly enter the same data into two separate systems. Finance painstakingly updates a spreadsheet of sales numbers, not realising Sales has been updating the CRM with the exact same data. Double the work, zero extra value.
  • Email Ping-Pong: A customer inquiry email gets forwarded to everyone and their dog because no one’s sure who owns the next step. The thread bounces around for days. By the time someone responds, the customer has given up, or worse, you have two people responding and contradicting each other.
  • Mystery Steps: There’s an extra step in a process that everyone follows even though no one remembers why. (“We always wait for the Tuesday report before approving this, it’s just how it’s done.”) If you ask who produces that report and what it’s for, you get blank stares. It might as well be magic.
  • Lost in Translation: Marketing hands off a task to Operations, assuming it’ll be done in a day. Operations schedules it for next week because, unbeknownst to Marketing, there’s an approval queue. Both teams are assuming the other knows this, and both are puzzled when nothing happens.
  • The Silo Special: Each department has its own version of the process. The sales team thinks Legal is handling the contract after a deal closes. Legal thinks Sales is. Meanwhile, the customer is left waiting because of a classic miscommunication. Oops.

Sound familiar? These little workflow mishaps happen everywhere. Individually, they might just cause a laugh or a minor irritation (“Oh, Alex already did that? Whoops!”). But collectively, they point to a deeper issue: fragmented, inconsistent processes. In other words, what you think is a well-oiled machine might actually be a bunch of mismatched cogs spinning in different directions.

When workflows go off-script like this, each extra handoff or unclear step is a chance for something to go wrong, an error, a delay, or just wasted effort. It’s like a relay race where runners keep dropping the baton because no one quite knows where the next hand-off point is. Entertaining to watch, perhaps, but not great if you’re trying to win the race (or run a successful business!).

The Real Cost of Chaos

It’s easy to shrug off a bit of process chaos as the price of doing business. However, those duplicate tasks, email misfires and mystery steps have real consequences. Small inefficiencies multiply over time, slowing your teams down and creating confusion that can spread across the organisation.

Think about the minutes (or hours) lost each day to chasing information, clarifying misunderstandings, or doing something twice. It all adds up. In fact, knowledge workers admit to wasting over 5 hours a week just waiting for colleagues to provide info, or recreating work because they couldn’t get it. One estimate even pegs 20–30% of a business’s revenue is lost to these kinds of inefficient processes. That’s right … potentially a third of your organisation’s output effectively vanishes due to workflow hiccups. Ouch.

Beyond the hard numbers, there’s the human cost. Consistently messy processes drive employees up the wall. Talented people don’t enjoy wading through unnecessary admin or firefighting basic communication mix-ups. Morale can take a hit when every day is an obstacle course of avoidable hassles. New hires get confused because the “official” process they learned doesn’t match what people actually do. Teams start to get a bit cynical: “This is just how things are around here … chaotic.” It’s not exactly the culture you dreamed of, is it?

And then there’s scaling. Trying to scale a business on top of inconsistent processes is like trying to build a tower on jelly. If your way of working is ad-hoc or dependent on who remembers what, adding more people or more customers can turn cracks into chasms. You might manage with 50 employees muddling through, but at 150, that approach could buckle. Inconsistent service delivery leads to customer complaints. Inability to delegate (because processes only live in one veteran employee’s brain) means you hit a growth ceiling. In short, operational inconsistency is the enemy of scaling confidently.

Mapping: A Reality Check for Your Workflows

So, how do you go from assuming to actually knowing how work gets done in your business? The answer is to shine a light on those hidden, fragmented processes. This is where mapping comes in. Mapping means taking an outside, objective look at your operations, following the trail of tasks and handoffs across teams to see the real picture.

Think of it as a workflow reality check. An outside party (like our team at Yopla) comes in and essentially acts like a business process detective. We interview team members, observe how tasks move from one person to the next, and dig up those “unwritten rules” and workarounds everyone’s been relying on. The goal is to visualise what’s actually happening day to day. That might mean drawing a literal map (diagram) of a process: from the moment a customer raises a hand, to the point they get what they need, who touches the work and when, what tools are used, where information flows (or doesn’t).

The findings can be enlightening. Often, leadership expects to see a nice, straight line of steps A → B → C. Instead, the map comes back looking more like spaghetti: A → B → X → C → B again → D → ??? → Z. But here’s the thing, this isn’t about embarrassing anyone or highlighting faults. It’s about clarity. By getting everything out in the open, you can have those “Ah-ha!” moments: “So THAT’s why the onboarding process always takes forever!” or “No wonder we keep replying twice to the same customer, look at where the communication broke down.”

Mapping gives you a factual, shared view of your operations. It replaces assumption with evidence. Instead of guessing where things might be slowing down or who is doing duplicate work, you have it laid out in front of you. It’s the first step to fixing the issues because you can’t improve what you don’t understand. As the saying goes, “If you want to get somewhere, you need a map.” In this case, you need a map of your own business – warts and all.

From Chaos to Consistency: What You Gain

Uncovering the real workflows in your organisation isn’t just an academic exercise, it’s the starting point for tangible improvements. Once you see the inefficiencies and gaps, you can start closing them. Here are some big wins that come from mapping your processes and tidying them up:

Workflow Win Deep-dive Resource
Spot inefficiencies and duplicate effort The Hidden Power of Understanding Workflows
Measure and track process ROI How to Measure Digital Transformation
Align teams on one version of the truth Meet Your New Worst Enemy – Digital Sprawl
Scale confidently without chaos The Return on Investment from Digital Transformation
  • Spot inefficiencies: Immediately identify bottlenecks, redundant steps, or tasks being done manually that could be streamlined. (Why are we entering that data twice? Let’s fix that!)
  • Improve consistency: Get everyone on the same page with best practices. When every team follows a unified process, you deliver a more reliable experience both internally and to customers. No more five versions of the “right” way floating around.
  • Automate repetitive tasks: Find the tasks that make your team members internally sigh “not this again” and see if technology can take over. Automation is a lot easier once you’ve mapped out what’s happening. Free your folks from copy-pasting mania and let them focus on more valuable work.
  • Build better customer experiences: When your internal house is in order, it shows on the outside. Fewer balls get dropped. Customers get quicker, more accurate responses because your team isn’t scrambling behind the scenes. A smooth backend process means a smoother front-end experience.
  • Scale more confidently: Perhaps most importantly, you gain a solid foundation to grow on. Clear, documented workflows mean you can onboard new staff faster (they can actually read how things work), delegate tasks without worry, and handle higher volumes without things breaking. It’s like turning a rickety footpath into a paved road – much easier to add more traffic.

By mapping and then improving your processes, you turn the chaos into consistency. Teams know what to expect from each other. Work moves faster and with less fuss. You create a culture that values clarity and continuous improvement, rather than one that shrugs and says “that’s just how we do things.” It’s not about making everything rigid, it’s about creating smart guidelines so that everyone can do their best work without tripping over hidden obstacles.

A Friendly Nudge

If you’ve been reading this with a growing sense of “Oh dear, this is us,” don’t worry, you’re definitely not alone, and it’s never too late to straighten things out. The first step is simply recognising the gap between assumed workflows and real ones. The next step? Consider bringing in a fresh perspective to help map out the madness. Sometimes an outside pair of eyes can spot things insiders overlook.

This is exactly what we love doing at Yopla … acting as that friendly detective to help untangle your processes and get your organisation running like the well-oiled machine you thought you already had. No hard sell here, just a genuine offer – if any of the above rings true and you’re curious about uncovering what’s really going on under the hood, we’re here to chat. After all, every great journey starts with a good map, and we’d be delighted to help you draw yours. Here’s to smoother workflows and confident scaling!

Capability

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Email Tracking. What it is, and How to Prevent it.

At Yopla we use email tracking across our non-confidential correspondence for a variety of reasons, but it's important to understand exactly what this means, and how to turn it off, if you want to. Read on to find out more.

Cyber Security

Digital Transformation

At Yopla we use email tracking across our non-confidential correspondence to measure effectiveness, ensure we are delivering on our commitments, update our clients with information that's relevant to them and drive automations that give us back free time. But, we also recognise that it can pose privacy and security risks for all email recipients, particularly those who may not want to be tracked without their knowledge or consent. This is a situation where our outward technology, risks becoming your inward technology (check out the blog article on inward vs. outward tech here).

So, in this article we'll look at how email tracking works, how to tell if an email has a tracking pixel, and how, if you choose, to prevent email tracking on your device.

A 2023 Zippia report states that in 2023, businesses and consumers sent and received approximately 347.3 billion emails per day worldwide. This is projected to reach over 376 billion by 2025.

How Email Tracking Works

Email tracking is a common practice that involves embedding a tiny image, called a pixel, into an email message. When the recipient opens the email, the pixel sends back information to the sender, such as when and how many times the email was opened, what device and email provider were used, and even the approximate location of the recipient.

The tracking pixel is a 1x1 pixel image (for comparison, that's about the size of a pinhead) which is inserted into the header, footer or body of an email message. It's usually transparent or matches the colour of the background, so won't be visible to the naked eye. The pixel is linked to a server that records when the image is requested; this is usually when the recipient opens the email.

Email tracking pixels can collect a wide variety of information, for example:

  • How many times the email was opened
  • What device or devices were used
  • What email provider was used
  • What region or city the recipient is located in
  • Whether the recipient clicked on any links in the email
Two-thirds of emails sent to personal accounts contained a tracking pixel, according to a review by Hey.

Email tracking pixels can also power remarketing, which allows for personalised ads to be shown to people based on their (in this instance) email activity.

If this sounds familiar, it is ... cookies do a very similar job but are small files stored on your browser when you visit a website enabling companies to track your browsing history across multiple websites ... pixels can only track your email activity within a specific email message.

Facebook do something similar with the Like button, Google across the websites that use their powerful website analytics tools and both Microsoft and Google across their web browsers. Amazon tracks users through its extensive use of cookies and personalised recommendation and bricks and mortar retailers through card use, loyalty cards and more.

32% of respondents agreed that they always accepted all cookies when prompted on visiting a website. The rate was highest among respondents aged 25 to 34 and lowest among the age group 45 to 54

How to Tell If an Email Has a Tracking Pixel

There are a couple of easy ways to tell if an email has a tracking pixel:

  • Use an email service or app that alerts you to the presence of tracking pixels, such as Hey or Mailbird.
  • Inspect the source code of the email message and look for any image tags that have a 1x1 size or a suspicious URL.

How to Prevent Email Tracking

If you want to prevent email tracking on your device, there are a few options:

  • Use an email service or app that blocks or removes tracking pixels automatically, such as Hey or Mailbird. These services or apps will also show you which emails have tracking pixels and what information they are trying to collect.
  • Use a browser extension or plugin that blocks or removes tracking pixels, such as Ugly Email or PixelBlock. These extensions or plugins will also let you see which emails contain tracking pixels and the info they're grabbing.
  • Use a VPN (virtual private network) service that masks your IP address and location. This will prevent the pixel from identifying your approximate location based on your IP address. However, this won't prevent the pixel from collecting other information, such as when and how many times you opened the email.

Conclusion

Email tracking is a widespread practice that helps marketers and salespeople measure and improve their campaigns and can improve customer engagement and experience. However, understanding how these technologies work, and putting yourself in control, is crucial to ensuring that they aren't infringing on your privacy and comfort.

If you would like to find out more about how email tracking works, the good, the bad and the ugly, please do get in touch!

Digital Transformation Strategies That Actually Work

Capability

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Min read

Digital Transformation Strategies That Actually Work

Discover proven digital transformation strategies that put people first, improve efficiency, and build lasting capability within your organisation.

Digital Transformation

Insights

Proper digital transformation strategies have nothing to do with buying the latest software. They are about fundamentally changing how your organisation works, how it creates value, and how it serves both your people and your customers. It’s a complete rewiring of your business from the inside out.

What Are Digital Transformation Strategies Really About?

Most leaders we talk to are sick of the industry noise around digital transformation. They're constantly being sold complicated platforms and vague "digital journeys" that promise the world but deliver little more than headaches. The problem is that most of these so-called strategies begin with a technology shopping list, not with a solid grasp of the human and process challenges that need solving.

At Yopla, we see this completely differently. Real transformation starts with people. It's about slicing through the operational fog that bogs your teams down and bringing clarity to the decisions that matter. A genuine strategy doesn't just chase new tech; it aligns your organisation around shared goals, using technology as a precision tool to enable your people.

Moving beyond the buzzwords.

The phrase "digital transformation" has been thrown around so much that it has become almost meaningless. For any strategy to have a real impact, it has to be rooted in tangible, measurable outcomes. So, instead of focusing on implementing some big new system, a better approach is to zero in on fixing a specific, frustrating process.

Does your sales team waste hours manually pulling together reports instead of talking to clients? Do your finance and operations teams argue over conflicting data from a mess of different spreadsheets? These are not technology problems at their core. They are process and communication problems.

A solid strategy tackles these issues by asking some tough questions first:

  • Where is time being haemorrhaged in our current workflows?.
  • What information do our teams need to make faster, smarter decisions?.
  • How can we establish a single source of truth that everyone in the business trusts?.

By getting honest answers, you start to build a strategy that delivers a real dividend in free time and sharper operational focus. You can dig deeper by exploring what digital transformation actually is and why this distinction is critical.

A foundation for lasting change.

Putting people first is essential because it helps you avoid costly mistakes. When you invest in a new platform before you've streamlined the process it's meant to support, you risk just automating the existing chaos. You end up with a bad process that just runs faster, but it isn't any better. This is a classic pitfall that leads to failed projects, wasted money, and burnt-out teams.

The most common mistake is focusing on technology before understanding the people and process problems. A successful strategy starts by identifying operational friction and co-creating solutions with your team.

Our view is that a successful strategy must build a foundation for change that lasts. It should empower your team with the tools and insights they need to own their processes long after any consultants have gone. This is the only path to what we call digital sovereignty—building the capability inside your own organisation so that you control your future. This is how you create a business that is more open, more capable, and operationally resilient.