Gmail has made an exciting change to how it handles images within emails, and I think you’re going to like this.
From now on, Gmail will never ask your subscribers to give permission to “display images below”. Instead, they will automatically display the images by default.
This is great, as it ensures your subscribers see your emails just as you originally designed them: with juicy images and colorful designs rather than placeholders and rectangles.
The difference is kind of striking…
Google giveth, Google taketh away
Last week the email marketing world was taken by a storm when Google started caching images through its proxy servers. Google caches images the first time an email is opened, rewrites the image links and serves images to the user from its servers.
It’s a good change for Google and its users who are now protected from malicious code disguised as images, but it has an impact on email marketing providers like GetResponse, because we (like everyone else in the industry) track email opens by loading a hidden tracking pixel.
Now we have a full picture (no pun intended), let’s skip the geek-talk and narrow down how it affects you:
What to expect?
- People will see your emails as they were meant to be seen (a huge WIN)
- Gmail unique open rate tracking should now be more accurate. Gmail displays images by default, so more people will view the open rate tracking pixel.
- We may not be able to track when your subscribers re-read your email, and so we may underestimate the total open rate for Gmail recipients.
Who moved our cheese?
First they implemented the “dreaded” tabs, then they have messed with email tracking and now they are displaying images by default.
You are never boring, Google