E-Mail Marketing in the Picture Trap – or why e-mailing advertising effectiveness calculations are incorrect
Munich, 11th April 2011. E-mailing reach is generally up to 40% higher than reported by mail programs. This is the most important finding of a survey by AGNITAS, the provider of OpenEMM, the most popular open source software for newsletters, email marketing and transactional emails worldwide. Test evaluations have shown that numerous recipients of e-mailings do actually read these mails although registered as “non-openers”. Moreover, the newsletters are not only read, but also clicked on and “non-openers” even make purchases.
A major problem facing email service providers (ESPs) is the increasing number of recipients suppressing embedded pictures. ESPs measure opening rates using a “Tracking Pixel”. Recipients reading the email in text mode without pictures do not activate this tracking pixel and aren’t registered as readers.
AGNITAS analyzed the number of openings and clicks of approximately 18 million commercial emails. A considerable share – some 28% - of all those who clicked did not actually open the email in a way allowing measurement. As such the share of readers is roughly 40% higher than the “openers” shown.
The Picture Trap: The opening rate for e-mailings is generally up to 40% higher than expected
Almost one in three clicks were made by recipients, who, according to the standard mailing program’s reporting, had not even opened the email. Counting the clickers who have been tracked as openers against the registered openers allows the share of non-registered openers to be determined via the untracked clickers.
For more detailed information about the survey and its results, download the free file at:
http://www.agnitas.com/study.html
About AGNITAS AG
AGNITAS is a technical service provider and software developer for e-mail and digital direct marketing. Email marketing campaigns can be developed, implemented and evaluated with its e-mail marketing platforms. AGNITAS services are available as full service, SaaS or license solutions.
Press contact
AGNITAS AG |
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Ulrike Leipnitz |
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Tel: +49 (0) 89/55 29 08-0 |
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Fax: +49 (0) 89/55 29 08-69 |
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E-Mail: uleipnitz@agnitas.de |
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Web: www.agnitas.com |
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OpenEMM: www.openemm.org |
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The Picture Trap: The opening rate for e-mailings is generally up to 40% higher than expected.
