Did Google Just End Open Tracking in Gmail?

Remember Gmail's recent update to prevent spam in the inbox? Now, Google strikes back with yet another change. This time, they’re after tracking pixels - a not-so-welcome tweak for marketers, sales development representatives (SDRs), or anyone else who sends out cold emails and tracks their open rates.

What is an email tracking pixel and how does it work?

To begin with, let’s quickly recap what an email tracking pixel is. The tracking pixel is a tiny image, usually 1px by 1 px, inserted into your emails. These pixels are often transparent and inserted in the header or footer of your emails, so the reader usually has no idea it’s there.

Most email service providers and other marketing tools add these pixels automatically (Yespo uses them, too).

When a recipient opens an email, this pixel is downloaded from the server of your tracking provider. This is also known as “firing the pixel.” When fired, the server can gather data on when the email was opened, which type of device was used, how many times the recipient opened the email, and more.

These trackers don’t collect any sensitive information like the exact location, passwords, or browsing history.

However, for many marketers and sales professionals, open-rate data has become a cornerstone of their strategy. By checking open rates, marketers can see which messages work and optimize their campaigns. For salespeople, it’s an important metric that shows what leads should be followed up when sending cold emails.

Latest changes to tracking pixels from Google

Google have a history of going against tracking customer data. For years they planned to remove cookies from their Chrome browser. This decision, however, was canceled recently. And, as mentioned before, the company updated Gmail’s UI to make it easier to unsubscribe from newsletters.

Now, Google’s back with yet another change, and a lot of marketers are not going to like it! In early September, reports spread about Gmail marking emails with a warning on top.

So, what does this mean? Currently, there’s no indication that Gmail is blocking tracking pixels. They still work, even with this warning popping up. Secondly, so far, it’s only reported that it’s shown only for messages from senders with poor reputation and/or from unknown addresses with whom there was no prior communication.

Claims that “email tracking is dead!” are premature at this point, but there are some steps you can already take.

What’s next for email marketers?

As you can see, this update mostly affects those who send unsolicited emails and senders with a poor reputation. However, there are a couple of things that you should consider at this point.

Work on your sender reputation. It goes without saying, but it’s a crucial step if you want your messages to land in recipients’ inboxes. Warm-up your domain, establish proper SPF, DKIM, and DMARC records. Maintain consistent list hygiene. Always use double opt-in and provide an easy way to unsubscribe from your newsletters.

Establish rapport with your readers. Explicitly ask your subscribers if they want to receive your emails. Adding them to your email list without permission is a fast way to get your emails marked as spam. And, above all, send out only high-quality and relevant content that readers will want to read.

Shift your focus to other metrics. This might be time to reconsider your approach, especially if you’re an SDR or rely on cold emailing. Open rates are important, but replies and link clicks are decent substitutes. Tracking these should provide you with enough clarity to inform your email strategy.

These changes are going to have a major impact on many email marketers. And who knows? One day, Google may start blocking tracking pixels altogether. Now is the right time to reconsider your approach and start planning a strategy without open rates as a metric.

And if you’re not sure how to proceed or have questions about your email marketing – fill in the form below and our experts will help you with any challenges you might be facing.

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