It means that a campaign that previously had a 20% open rate will now have a 19% open rate (19% is 5% less than 20%). How good are you at percentage math? Assuming your open rate goes down by 5%, this does NOT mean that a campaign that previously had a 20% open rate will now have a 15% open rate. That means that at most your open rates on past campaigns may go down by 6.5%, but likely less than 6.5%. This steadily increased over time to an incidence rate of 1.3 million per the 20 million most recently recorded opens, or a false open rate of 6.5%.
Today’s analysis shows that this User Agent first started appearing in our open tracking logs in May of 2018 at a fairly infrequent rate of about 500,000 incidences per 20 million recorded opens, or a false open rate of 2.5%. In GMass’s lifetime, as of today, approximately 307 million total email opens have been recorded across all campaigns across all users. All of the “false” opens are recorded in mere seconds after the email is sent: The “open” events that happen under a minute after the email is sent are likely false opens.
The Subject line of the notification shows how much time has elapsed between the email sending and the email opening. We recently added a time designation to the “open” notifications that GMass users receive in the GMass Reports –> Opens Label. Specifically, Gmail has been triggering opens via a bot as soon as an email is received by a Gmail user, and Gmail triggers the open from one of many Google IP addresses with this specific User Agent: Mozilla/5.0 (Windows NT 10.0 Win64 圆4) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/.135 Safari/537.36 Edge/12.246 Mozilla/5.0īy analyzing all the IP addresses that downloaded our open tracking pixel with this specific User Agent, we are confident that all the opens from this User Agent are false opens.Īdditionally, opens from this User Agent happen within seconds after sending an email. We recently noticed inflated open rates across campaigns, and upon a detailed examination, we found that Gmail has been triggering false opens on emails since May of 2018.
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