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Google notified Gmail users on the 12th December that they had implemented a change to the way that linked images are handled in Gmail webmail. They explained:
"...thanks to new improvements in how Gmail handles images, you’ll soon see all images displayed in your messages automatically across desktop, iOS and Android.
Instead of serving images directly from their original external host servers, Gmail will now serve all images through Google’s own secure proxy servers".
So images will now be seen by default by Gmail users unless they proactively switch them off in settings (or have previously done so).
I first alerted email marketers to this on my Zettasphere blog on 6th December since the change has been in place for a while - it appears that around the 3rd December Google implemented a change. Now it's official, we're alerting Smart Insights readers to the change so that you can look out for changes to open rates and potentially clicks now that your appealing creative and offers will be visible by default to many...
In this post I introduce the change and then, at the end review the impact on reporting for different email service providers.
The change only affects new email campaigns. Any emails that arrived at the inbox before Google made this change won’t be affected.
However, if you are seeing your metrics show strange or usual trends then you should check with your vendors and IT whether the issue is related to this Google change.
Links to images in emails are being replaced with URLs to Google’s own content serving network.
This means the first time a recipient loads a particular linked image in your email Google will fetch the image from your servers and then for all further loads of that image,by any recipient, the image is provided by Google’s own servers.
Open tracking images have unique files names or query string parameters which means these can’t be cached by Google across all users but have to be loaded on a per user basis. So at least the first load and hence first open tracking event should still be reliably recorded.
Services that use the IP address (Geo-location) or user agent string (Device) in the http image request to determine the image to be delivered can also be affected as to your servers the request will appear to come from a Google IP address and requesting device is a server rather than the actual users device.
Geo-targeting based on IP address and device tracking solutions are still impacted to our knowledge.
Andrew Bonar has also posted more information about the fix.
By Tim Watson
Tim Watson, from consultancy Zettasphere, is the Smart Insights expert commentator on email marketing. He is an independent email marketing consultant providing strategic guidance, to deliver improved campaign results. A member of the DMA Email Council and chair of the DMA Email Best Practice hub. He actively promotes email and frequently speaks on the subject and how to improve use of the channel. Connect with Tim via LinkedIn or Twitter.
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