ExactTarget: Image Blocking Cuts Open Rates

Share this content:
E-mail open rates continued to drop last year even as click-throughs remained steady, a new study from ExactTarget said.


Open rates declined to 35.5 percent in fourth-quarter 2005 from 42.5 percent in the year-ago quarter.


ExactTarget director of strategic services Morgan Stewart blamed the falling open rates on the increased use of image blocking within HTML e-mails. The now-ubiquitous feature in most e-mail programs not only blocks images but also blocks tracking images embedded in the e-mail that records an HTML open, ExactTarget said.


Click-throughs showed a slight uptick in fourth-quarter 2005, rising to 6.6 percent from 6 percent a year earlier. The increase was attributed to late e-mail adopters and companies using better list cleansing strategies.


ExactTarget, Indianapolis, is an e-mail marketing software provider.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here