Gmail Logo

Gmail changes could reduce your open rates

Changes to Gmail could reduce the number of opens you see for your email campaigns

TailorMail and  other email platforms track open rates by recording the number of times a specific image in the email is opened. In theory, every time the email is opened, the image is used and your email platform logs this as an open.

There have always been issues with this measurement, such as images being disabled on many clients or emails being loaded into a preview panel but never actually read. Well Gmail have just made this a little bit more complicated, by changing the way images are used in their emails.

In short, when you open an email in Gmail for the first time, nothing will really change, but after that Gmail will change the image links in the email to point to a copy of the images stored on their server so essentially you will not be able to measure any subsequent opens.

Here are three things you’ll need to be aware of …

  1. You may not be able to measure repeat opens. Your most engaged customers will often open an email more than once, the trouble is, you might not be able to see this any more. Although the exact impact isn’t clear yet it appears that this doesn’t apply to all geographic regions and may not apply where readers use a different device to re-open it. Essentially, repeat opens will be harder to measure accurately. 
  2. Location tracking will be more difficult. TailorMail and other platforms use images to track where an email is opened, so in the same way as above. Open locations recorded after the first one are likely to be less accurate for customers using Gmail.
  3. Interactive components may be affected. Those clever little bits that you have added to your email like countdown timers that rely on external feeds will only work if they point to the original source, so check them thoroughly in Gmail before you send the email.

Gmail is likely to be one of the bigger providers in your lists, so this could have a noticeable impact on your results. To find out more about this and other tips to get the most out of your emails, get in touch with us or to check out this easy to follow guide on how to get yourself started on TailorMail.

All the latest articles on TailorMail can be found on our blog page.

 

This is a post with post format of type Link

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus.

2

This is a standard post format with preview Picture

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi.

Read more

Another title for our pretty cool blog

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.

Read more

013

This is a test

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.

Read more

ScreenHunter_116 Jun. 21 12.47

HTML Styles

Image aligned left & right

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.rum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Read more