{"id":9485,"date":"2022-02-03T19:34:04","date_gmt":"2022-02-03T19:34:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\/"},"modified":"2022-02-03T19:34:04","modified_gmt":"2022-02-03T19:34:04","slug":"are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\/","title":{"rendered":"Are Your Email Marketing Metrics Being Impacted by Gmail Prefetching Images?"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p>The email marketing community has kept close watch on how <a href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s Mail Privacy Protection (MPP)<\/a> may disrupt the significance of traditional email marketing metrics since last fall. Now it seems we need to add Gmail\u2013which is prefetching images under certain circumstances\u2013to the list, too.<\/p>\n<p>Here\u2019s a closer look at when Gmail is prefetching images and ways you may want to reconsider some of your email marketing metrics to respond.<\/p>\n<h2>In what circumstances is Gmail prefetching?<\/h2>\n<p>First things first: Gmail\u2019s prefetch is in addition to (and different from)<a href=\"https:\/\/www.litmus.com\/blog\/gmail-changing-gif-color\/\" target=\"_blank\" rel=\"noopener\"> Google Image Cache<\/a> opens, which has been reality since 2013 and occurs when the user opens the email.<\/p>\n<p>Much like MPP, the degree of impact Gmail prefetching may have on your email marketing metrics depends on how much of your audience is using Gmail\u2013and whether they are doing so under a very specific set of circumstances.<\/p>\n<p>If you look at Gmail use from a pure numbers standpoint, prefetching appears to have the power to muddy quite a few open rates. For example, our <a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-december-2021\/\" target=\"_blank\" rel=\"noopener\">December 2021 email client market share report <\/a>shows that Gmail is the most popular webmail client with 89.6% share\u2013but it\u2019s important to note that not all Gmail users or messages are impacted by prefetching.<\/p>\n<p>As our friends at <a href=\"https:\/\/www.sparkpost.com\/blog\/gmail-prefetching-images\/\" target=\"_blank\" rel=\"noopener\">Sparkpost<\/a>\u00a0explain, \u201cthe image prefetch only occurs when the user is:<\/p>\n<ul>\n<li aria-level=\"1\">Logged into the Gmail application<\/li>\n<li aria-level=\"1\">Comes from a Google IP address<\/li>\n<li aria-level=\"1\">Is requested using the following user-agent string: Mozilla\/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit\/537.36 (KHTML, like Gecko) Chrome\/42.0.2311.135 Safari\/537.36 Edge\/12.246 Mozilla\/5.0.\u201d<\/li>\n<\/ul>\n<p>Ultimately, Sparkpost\u2019s analysis estimates that the Gmail prefetch <i>could <\/i>mean open rates are inflated by up to two percentage points. But whether they are (and how much) depends on your unique subscribers. Compared to Apple\u2019s MPP, which has been influential enough to make <a href=\"https:\/\/www.litmus.com\/blog\/current-state-of-mpp-jan-2022-webinar-recording-qa\/\" target=\"_blank\" rel=\"noopener\">email marketers debate the meaning of an open rate<\/a>, its significance pales in comparison.<\/p>\n<h2>What can email marketers do about Gmail prefetching?<\/h2>\n<p><strong>Don\u2019t rely on open rates as your \u201cgo to\u201d email marketing metric<\/strong><\/p>\n<p><a href=\"https:\/\/www.litmus.com\/blog\/how-to-use-email-analytics-for-marketing\/\" target=\"_blank\" rel=\"noopener\">Open rates<\/a> are one of the most common email marketing metrics to rely on to gauge performance\u2013but they may not tell you a true or complete story about your campaigns. Aside from the false open rates that could occur due to Apple\u2019s MPP and Gmail prefetching, did you know that open rates include people who simply glance at an email message for less than two seconds, and those that skim it for up to seven seconds? By contrast, using \u201c<a href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\/\" target=\"_blank\" rel=\"noopener\">read rate\u201d<\/a> as an email marketing metric tells you who actually read your message\u2013 defined by whether they looked at a message for eight seconds or more.<\/p>\n<p><strong>Know your audience to gauge impact<\/strong><\/p>\n<p>The degree to which your email marketing metrics are impacted by Apple\u2019s MPP or Gmail prefetching ultimately comes down to how many of your subscribers use either (and in the case of Gmail, meet the criterion). To know that, you have to know your audience. If you are a Litmus user, <a href=\"https:\/\/www.litmus.com\/email-analytics\/\" target=\"_blank\" rel=\"noopener\">Litmus Email Analytics <\/a>will show you the ins and out of your specific email client market share at any given time.<\/p>\n<p><strong>Don\u2019t rely on opens to trigger email campaigns and automations<\/strong><\/p>\n<p>If you\u2019re using open-based <a href=\"https:\/\/www.litmus.com\/blog\/email-automation-to-the-rescue-how-to-get-started\/\" target=\"_blank\" rel=\"noopener\">automations<\/a> in your campaign to trigger messaging, Litmus\u2019 Senior Manager of Email Marketing, Jaina Mistry, cautions that you could unintentionally fall into the trap of over-messaging your audience. \u201cInstead of using opens to trigger follow-up calls or nurture messages based on opens, consider other behaviors you could trigger automations on, like clicks or website behaviors,\u201d says Mistry.<\/p>\n<p>To trigger an action in your email message, consider adding something compelling to your email that encourages your subscriber to click on it\u2013 whether that\u2019s a relevant piece of content, a poll, or even a \u201cthumbs up\u201d voting option. Ultimately, the goal is to validate that your readers have actually opened and engaged with your email so you can start to nurture a deeper relationship.<\/p>\n<p>One final note\u2013remember that <i>when y<\/i>ou follow up to a response can be as critical to engagement as how. While many of us have come to expect automated responses when we interact with a company, we don\u2019t necessarily want to feel that at play. Instead of firing off a follow-up email after the click, consider timing the message in a way that makes the subscriber feel valued, without feeling overwhelmed.<\/p>\n<p>To learn more about your unique email audience and how to get reliable insights that move the needle on your email marketing, check out <a href=\"https:\/\/www.litmus.com\/email-analytics\/\" target=\"_blank\" rel=\"noopener\">Litmus Email Analytics<\/a>.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><picture class=\"alignnone size-full\"><source type=\"image\/webp\" data-lazy-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2012\/12\/Screen-Shot-2021-06-04-at-9.40.42-AM.png.webp\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns='http:\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%20601%20774'%3E%3C\/svg%3E\"\/><img loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"774\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2012\/12\/Screen-Shot-2021-06-04-at-9.40.42-AM.png\"\/><\/picture><noscript><picture class=\"alignnone size-full\"><source type=\"image\/webp\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2012\/12\/Screen-Shot-2021-06-04-at-9.40.42-AM.png.webp\"\/><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2012\/12\/Screen-Shot-2021-06-04-at-9.40.42-AM.png\" width=\"601\" height=\"774\"\/><\/picture><\/noscript><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Go beyond opens and clicks with Litmus Email Analytics<br \/><\/strong><\/p>\n<p class=\"zero\">Dig deeper than the data your email platform gives you, and better understand your audience and the performance of your email campaigns.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" href=\"https:\/\/www.litmus.com\/pricing\/plus\/\" target=\"_blank\" rel=\"noopener noreferrer\">Start your free trial<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>\u00a0<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.litmus.com\/blog\/gmail-prefetching-images\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The email marketing community has kept close watch on how Apple\u2019s Mail Privacy Protection (MPP) may disrupt the significance of traditional email marketing metrics since&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9486,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are Your Email Marketing Metrics Being Impacted by Gmail Prefetching Images? - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are Your Email Marketing Metrics Being Impacted by Gmail Prefetching Images? - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\/\" \/>\n<meta property=\"og:site_name\" content=\"mailinvest.blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freelanceracademic\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-03T19:34:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/02\/Gmail-Prefetch-and-Email-Marketing-Metrics.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin@mailinvest.blog\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin@mailinvest.blog\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/\"},\"author\":{\"name\":\"admin@mailinvest.blog\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\"},\"headline\":\"Are Your Email Marketing Metrics Being Impacted by Gmail Prefetching Images?\",\"datePublished\":\"2022-02-03T19:34:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/\"},\"wordCount\":810,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Gmail-Prefetch-and-Email-Marketing-Metrics.jpg\",\"articleSection\":[\"Tech Universe\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/\",\"name\":\"Are Your Email Marketing Metrics Being Impacted by Gmail Prefetching Images? - mailinvest.blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/are-your-email-marketing-metrics-being-impacted-by-gmail-prefetching-images\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Gmail-Prefetch-and-Email-Marketing-Metrics.jpg\",\"datePublished\":\"2022-02-03T19:34:04+00:00\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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