Google has just annouced an update to Gmail that means images will now be automatically displayed.

A handy feature to be sure, but behind the update is a more interesting development for marketers – the ability to see when users open their emails.

Bigger picture

Google announced the update in a blog post, explaining that images would now be automatically displayed and processed via Google's servers.

“So what does this mean for you? Simple: your messages are more safe and secure, your images are checked for known viruses or malware, and you’ll never have to press that pesky “display images below” link again.

“With this new change, your email will now be safer, faster and more beautiful than ever,” the company explained.

However the update also means that brands sending these emails can now see when they're opened and read. 

A clear message

Now when a user opens an email and the accompanying image loads, this generates a call back to the sender's server, meaning the sender can theoretically see when their email is opened. 

In response to the update email service MailChimp released a blog post anticipating the change would make open tracking unique opens easier, but might affect its ability to track multiple opens.

Users who don't want images to load automatically can opt to turn off the feature via Settings.

To the letter

The update is currently being rolled out on desktop and will extend to Google mobile apps in early 2014. 

To find out more visit gmailblog.blogspot.com.au.

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