Gmail Changes Impact Open Rates

Open rates: Yes, they’ve changed again.  

If you’ve noticed a dip in your open rates recently, you’re not alone.  

What’s Going On: 

Gmail recently changed how its tracking pixels work, causing a dip in open rates — even as other engagement metrics have remained stable.  

Tracking pixels are tiny images that load when you open an email—or at least that’s what we like to think happens.  

Over the years, inbox providers have changed how their platforms interact with these pixels to improve security and user experience.  

Most fundraisers are familiar with the sweeping change that occurred when Apple inboxes started pre-loading tracking pixels, causing reported open rates to soar.   

Now it seems Gmail has done something similar by adjusting how its proxy servers treat tracking pixels. But this time it’s leading to a decrease in reported open rates.  

The Impact: 

If you’re tracking Gmail opens separately, you likely saw a large decrease in your metrics over the last several weeks. For folks who track open rates cumulatively, the drop was subtle — but it’s there.  

This could impact your organization if you pull audiences or define engagement based on opens (spoiler: most of us still do). Your data is even less reliable than before.  

Our advice: 

Don’t make any sweeping changes yet. Audit your processes to determine which are entirely reliant on opens. Run domain-level delivery reports to better understand the changes in your Gmail audience. Focus on true engagement metrics, like clicks and conversions. If possible, track read time and scrolling.  

Then use this information to make an informed decision. 

What’s Next: 

Here’s the truth. Whether it’s tracking pixels, folder filters, or AI summaries, we have less insight into and control over our email program’s performance than ever before — and there’s no “hack” to get around it. No matter how technical or how much jargon is involved, the best path forward is the same as it’s always been: Send emails people want to read.