Is Google changing how it tracks email opens?

No, there is no official announcement or credible evidence that Google is changing how it tracks email opens. Gmail does not directly track open rates and relies on third-party tracking pixels, which can be affected by image caching.

What is a 'dotted open' and how does Gmail treat it?

The term "dotted open" refers to the misconception that Gmail treats email addresses with dots (e.g., john.doe@gmail.com ) differently from those without (e.g., johndoe@gmail.com ). Gmail has always treated these as the same address, which is not a new tracking mechanism.

Are the recent social media posts about Gmail's open tracking accurate?

No, recent viral posts on social media platforms about Gmail 's open tracking changes are largely inaccurate. They often misrepresent Google Workspace features as widespread Gmail changes.

What metrics should I focus on instead of open rates?

Focus on metrics that indicate genuine user engagement, such as click-through rates , replies, and whether recipients mark your emails as not spam . Strong email authentication ( SPF, DKIM, DMARC ) is also crucial for deliverability.

How can I improve my email deliverability to Gmail?

Improve deliverability by maintaining a clean email list, sending relevant content, ensuring proper email authentication , and monitoring your sender reputation through tools like Google Postmaster Tools .

Is Gmail changing how it tracks email opens and dotted opens? - Troubleshooting - Email deliverability - Knowledge base

Recently, there's been a lot of discussion regarding potential changes to how

Gmail tracks email opens, specifically concerns about dotted opens. These discussions have led to confusion among marketers and senders about the reliability of their open rate metrics and the overall impact on email deliverability. It's crucial to separate fact from fiction when these kinds of rumors circulate.

The core of the recent buzz centers on claims that

Gmail is implementing new mechanisms that render traditional email open tracking obsolete, especially concerning email addresses with dots. We'll delve into these claims, clarify what

Gmail officially states, and provide a clear picture of what truly impacts your email deliverability and sender reputation.

Understanding email open tracking and Gmail's role

Email open tracking is traditionally achieved through a tiny, invisible pixel (often 1x1 GIF) embedded in the email's HTML. When a recipient opens an email and images are loaded, this pixel sends a request back to the sender's server, registering an open. However, this method has inherent limitations, particularly with how internet service providers (ISPs) like

Gmail handle images.

Gmail, like other major email providers, uses an image proxy. This means that when an email arrives in a user's inbox,

Gmail's servers fetch and cache the images, including tracking pixels, before delivering them to the recipient. This process can inflate open rates, as an open might be recorded when

Gmail pre-fetches the images, not necessarily when the user views the email. You can learn more about this by reading our guide on how email open rates are affected.

Google officially states that it doesn't track open rates and cannot verify the accuracy of open rates reported by third-party tools. They also note that low open rates don't necessarily indicate deliverability or spam classification issues. This stance is clearly outlined in their email sender guidelines. For more on this, consider reading our article on how Gmail's image proxy affects tracking.

Debunking the "dotted opens" myth

A key point of recent misinformation revolves around Gmail's handling of dots in email addresses. For a long time,

Gmail has treated variations of an email address with dots (e.g., john.doe@gmail.com and johndoe@gmail.com) as the same address. This isn't a new tracking change but a fundamental feature of their email system designed to prevent senders from circumventing filters by adding dots.

Recent viral social media posts suggesting that

Gmail is permanently breaking email open rate tracking due to these dotted addresses are largely unfounded. These claims often misinterpret existing

Gmail functionalities or derive from screenshots taken in Google Workspace environments rather than personal

Gmail accounts.

Beware of misinformation

The claims circulating about

Gmail introducing new tracking pixel blocking warnings based on dotted opens are false. Screenshots showing an "external" label or specific warnings typically originate from Google Workspace settings (which are distinct from consumer

Gmail) and do not indicate a widespread change in how

Gmail tracks user engagement.

What truly matters for Gmail deliverability

While open rates can offer a rough indication, relying on them solely for deliverability insights is problematic, especially with image caching and privacy features like Apple Mail Privacy Protection.

Gmail focuses heavily on user engagement and sender reputation. This includes metrics such as whether recipients move your emails out of spam, reply to them, or mark them as not spam.

The sender's reputation is built on consistent positive interactions and adherence to email best practices. This includes robust email authentication, specifically SPF, DKIM, and DMARC. These protocols help

Gmail verify the authenticity of your emails, which is a significant factor in inbox placement. You can find more information about how Gmail tracks engagement.

Metric	Reliability for deliverability	Why it matters
Open rates	Less reliable	Affected by image caching and privacy features; not directly tracked by Gmail.
Clicks	Highly reliable	Direct user interaction, indicating engagement and interest.
Spam complaints	Highly reliable	Strong negative signal to Gmail about content or list quality.
Authentication (SPF, DKIM, DMARC)	Critical	Verifies sender identity, crucial for trust and avoiding spam filters.

Maintaining healthy email performance

Given that

Gmail's approach to tracking hasn't changed regarding "dotted opens," and their focus remains on user behavior and authentication, your strategy should reflect these priorities. Effective email marketing now more than ever requires focusing on building genuine engagement.

Prioritize sending relevant, valuable content to an engaged audience. Regularly clean your email lists to remove inactive or problematic addresses. Implement and monitor your email authentication records (SPF, DKIM, DMARC) rigorously. These foundational elements are far more impactful than trying to interpret inflated open rates. For further reading, check out our guide on why your emails are going to spam.

Staying informed about official guidelines and adapting your practices based on real data, rather than circulating rumors, is key to successful email deliverability. Paying attention to Google Postmaster Tools for reputation insights and actively managing your email program for engagement will yield better results than chasing elusive open rate metrics. You can also explore what changes are happening with Gmail deliverability.

Views from the trenches

Best practices

Focus on genuine user engagement indicators like clicks and replies, not just open rates.

Regularly clean your email lists to remove inactive subscribers and potential spam traps.

Ensure proper email authentication (SPF, DKIM, DMARC) for improved inbox placement.

Monitor your sender reputation using tools like Google Postmaster Tools for accurate insights.

Common pitfalls

Believing unverified claims about email tracking changes from social media.

Over-relying on email open rates as a sole measure of deliverability success.

Neglecting email list hygiene, which can lead to increased spam complaints.

Misinterpreting data from Google Workspace features as general Gmail changes.

Expert tips

Understand that Gmail's image proxy can impact open rate accuracy.

Remember that Gmail ignores dots in email addresses, it's a long-standing feature.

Prioritize sending valuable content to cultivate an engaged audience.

Stay updated with official ISP guidelines, rather than unofficial reports.

Expert view

Expert from Email Geeks says that Google's official stance is that it does not track email open rates, and therefore, reports from third parties cannot be verified for accuracy. August 28, 2024.

August 28, 2024 - Email Geeks

Marketer view

Marketer from Email Geeks indicates that the recent LinkedIn posts about Gmail permanently breaking open rate tracking are based on misinformation. August 28, 2024.

August 28, 2024 - Email Geeks

Key takeaways on Gmail email tracking

In summary, there is no evidence to suggest that

Gmail is changing how it tracks email opens or its long-standing treatment of dotted email addresses. The recent claims appear to be based on misunderstandings of existing features or misinterpretations of Google Workspace functionalities. It's important for email senders to distinguish between valid updates and misleading information circulating online.

Instead of focusing on potentially inaccurate open rates, prioritize genuine engagement, strong email authentication, and maintaining a healthy sender reputation. These are the true drivers of successful email deliverability and will ensure your messages reach the inbox effectively.