Google’s move to start displaying email images by default in Gmail is going to help marketers, in part, to more accurately track how many people open their emails.
Gmail will start serving images through its proxy servers rather than serve images directly from their external hosts, Google announced Thursday. This allows Google to check the images for viruses and malware before an image is showed in Gmail. This extra step means that it is now secure enough to let Gmail users see images displayed in desktop browsers and in mobile devices running iOS and Android, it said.
Before Gmail users had to click the “display images below” link to see them.
Allowing images by default lets marketers better track how many people open their emails. Many email service providers that send bulk email on behalf of clients use a tiny, single pixel sized image in each email, Matthew Grove of MailChimp said in a blog post.