PostUp Reacts to Gmail Changes

A recent change regarding Google’s Gmail service has raised some concerns from our clients. We wanted to take a moment to address those concerns and provide information about the steps we have taken to minimize any negative impact this change may have on our clients’ email marketing efforts. As of late last week, image URLs within the content of an email delivered to Gmail are now being replaced, after an initial download by the subscriber, with URLs at Google’s content caching service, googleusercontent.com.  Many marketers are concerned about this change as it could prevent the ability to register repeat opens by a Gmail subscriber, which would, in turn, impact their engagement analysis.

To address this concern, the PostUp development team has recently published an enhancement to the image URL used for open tracking that should prevent it from being cached by the Google content service.  This enhancement will allow repeat opens by Gmail subscribers to continue being tracked as expected in the PostUp reports.  If you have any questions about the change, please contact your PostUp Account Executive.

All this being said, we would like to point out that there is a silver lining to this change.  It was reported by Google that this new process of caching images is actually the first step towards loading images automatically in the webmail, iOS, and Android version of Gmail.  With the removal of the requirement for end users to “Display images below”, marketers can rest assured that Gmail subscribers who open their emails will view the content as intended, and senders will have a much clearer sense of how many Gmail subscribers are actually opening their emails.  Again, please feel free to contact your Account Executive or PostUp Support should you have any questions.