Last year, Google rolled out a series of policy changes that have reshaped how we interact with open tracking metrics. Committed to making its platform more transparent and privacy-focused, the company has introduced updates that impact email marketers and businesses alike.
At Buzz, we’ve always prioritized the security and privacy of our users’ data, and these new developments align with that mission. However, they also bring challenges that require a fresh approach to email outreach.
Today, we’re diving into what these changes mean for Buzz users and how to adapt your strategy to maintain effective communication with your audience.
Understanding the Update
To grasp the full impact of these changes, we first need to break down how open tracking works.
Traditionally, email open tracking relies on tracking pixels — tiny, invisible 1x1 images embedded in emails. When a recipient opens an email, the pixel is loaded from a server, signaling that the email has been viewed. This data has been fundamental for marketers, offering insights into open rates and recipient engagement.
With Google’s latest update, this method is being restricted to enhance user privacy. Gmail now issues warnings for emails containing tracking pixels, showing users a message such as: “Images are not displayed. This message may be suspicious.” By default, Gmail hides these images, including tracking pixels.
Additionally, a prominent "Report spam" button appears in these warning banners, increasing the likelihood of legitimate emails being classified as spam.
WHAT IT MEANS: Unless a recipient manually enables images, tracking pixels will not load, meaning open rates may no longer reflect actual engagement.
Why This Matters
These changes introduce several challenges for email marketing:
1. Inaccurate Open Rates: With tracking pixels blocked, open rates will appear lower than actual engagement.
2. Increased Spam Risk: The addition of the "Report spam" button increases the likelihood of false spam reports, potentially affecting sender reputation.
3. Reliability Issues: Open rates will no longer serve as an accurate measure of email campaign success.
4. A/B Testing Limitations: Open-rate-based A/B testing will be less reliable, necessitating alternative testing methods.
How to Keep Your Outreach Effective
Despite these challenges, there are actionable steps you can take to maintain and even improve your outreach performance:
1. Use Link Tracking
Instead of relying on open tracking, shift to link tracking. This allows you to measure engagement based on how many recipients click on links included in your emails.
NOTE: Link tracking helps monitor engagement by showing whether people click on your links. However, it can affect deliverability since it replaces your original link with a tracking URL, which may appear as a suspicious redirect.
2. Reduce Image Usage
Images — including logos, signatures, and banners — can trigger Gmail’s warning messages. To improve deliverability, consider using plain-text emails. A well-crafted message without images can still be engaging if you focus on three key elements:
Compelling Subject Lines: Instead of “Discover Our Amazing Service,” try “Struggling with [Specific Pain Point]? Let’s Fix It.” for a more engaging approach.
Concise, Direct Messaging: Instead of “I wanted to discuss how our services can benefit your company”, opt for “We cut costs by 20% for teams like yours — here’s how.”
Clear Calls to Action: Finish off with a simple request like, “Could we set up a 15-minute call over the next week?”
Need inspiration? Check out our ready-to-use templates here.
3. Disable Open Tracking
Even when images are set to be displayed automatically, Google sometimes preloads them before the recipient opens the email. It renders open tracking unreliable, because in this case, there is no way of knowing whether the email has actually been opened. By turning off open tracking, you reduce the chances of your emails being flagged while improving overall deliverability.
To disable the feature in an existing Buzz campaign, open the campaign for editing and turn off the corresponding toggle:
4. Diversify Your Outreach
Email isn’t the only channel at your disposal. Leverage the Social Platform for outreach, and take advantage of Buzz’s AI-powered tools. With features like our AI Employee and automation suite, you can streamline communication and maximize campaign results across multiple platforms.
Adjusting Your Strategy for Long-Term Success
More and more teams are moving away from tracking email opens to avoid lowering delivery rates.
While Google’s privacy-first approach presents challenges, it also encourages smarter, more genuine engagement. By shifting focus from open rates to meaningful interactions, you can continue building strong relationships with your audience.