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How accurate are email open rates and how does Gmail image caching affect them?

Summary

Email open rates have long been a cornerstone metric for marketers, yet their accuracy, particularly in the context of Gmail's image caching, is often questioned. While Gmail's approach to image loading has evolved over the years, impacting how opens are recorded, it's crucial to understand the underlying mechanisms and their implications for deliverability and campaign measurement. Accurate measurement of email engagement requires looking beyond just opens to understand true recipient interaction.

What email marketers say

Email marketers widely acknowledge that open rates are not a perfectly precise metric, but they still hold significant value as a directional indicator. The shift in Gmail's image caching policies has somewhat improved the accuracy of reported unique opens, as images are now often displayed by default. However, factors like automated spam checks and prefetching continue to introduce discrepancies.

Marketer view

Marketer from Email Geeks suggests that their client was concerned about image caching making Gmail open rates especially inaccurate. They are happy to learn that this is not necessarily the case. This indicates a common misconception among some marketers regarding the specific impact of Gmail's image handling. While open rates are generally inaccurate, the specific concern about caching causing unique issues for Gmail was alleviated, suggesting a need for clarity on this technical aspect among marketing teams. They highlight the relief of having one less deliverability concern.

20 Nov 2019 - Email Geeks

Marketer view

Marketer from Sopro emphasizes that between 15% and 20% of all emails sent to Gmail/G Suite recipients exhibit false opens. This trend has remained consistent since 2018, highlighting a persistent challenge in accurately measuring engagement due to automatic asset requests. This significant percentage of false positives underscores the difficulty in relying solely on open rates as a true indicator of human interaction, pushing marketers to seek alternative engagement metrics.

01 Mar 2021 - Sopro

What the experts say

Email deliverability experts concur that open rates are, by nature, an imperfect metric. While Gmail's image caching has addressed some previous undercounting issues, new challenges arise from prefetching and security scans. The consensus leans towards using open rates as a directional tool, emphasizing trends over absolute values and prioritizing more definitive engagement metrics like clicks and conversions. This aligns with broader industry guidance on understanding the true deliverability rate.

Expert view

Expert from Email Geeks notes that open tracking links, including those embedded within images, are typically serialized. This serialization is a technical measure designed to ensure that each link is unique to a specific email and recipient. This unique identifier per link generally prevents widespread caching from fundamentally breaking open rate tracking, as each access to the pixel still registers as a distinct event, even if automated.

20 Nov 2019 - Email Geeks

Expert view

Expert from SpamResource explains that the shift by major email providers like Gmail to automatically display images has broadly impacted how open rates are perceived. While it might seem to inflate open rates, it often leads to a more accurate reflection of unique views, as previously suppressed image loads are now counted. However, this doesn't account for prefetching by security systems or other automated processes, which can still trigger opens without actual human engagement.

10 Jan 2020 - SpamResource

What the documentation says

Official documentation and technical analyses shed light on how Gmail's image caching and default image display policies influence email open rate tracking. While these changes aimed to improve user experience and security by serving images via Google's own proxy servers, they inevitably altered how email opens are recorded. Understanding these technical shifts is vital for marketers to interpret their data accurately and focus on genuine engagement signals. These changes affect how Gmail tracks engagement for reputation.

Technical article

Documentation from Mailmodo highlights that since Gmail holds a significant share of email users (approximately 28.13%), Gmail's prefetching mechanisms can be impactful enough to potentially give marketers a false sense of high open rates. This indicates that a notable portion of reported opens might not represent true human engagement. This prefetching behavior, designed to improve user experience by loading content faster, inadvertently contributes to the ambiguity of open rate metrics, prompting marketers to look beyond them for genuine insights.

12 Aug 2022 - Mailmodo

Technical article

Documentation from MarTech states that since one could read an email without enabling images, open rates have historically been a faulty measurement and nearly always undercounted. This perspective points to the long-standing challenges in accurately tracking email engagement before Gmail's changes. Gmail's shift to displaying images by default was a significant improvement in this regard, making the unique openings indicator more accurate by accounting for previously unrecorded views.

08 Aug 2013 - MarTech

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