ExactTarget: Image Blocking Cuts Open Rates

Share this article:
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.


Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

AOL Mobile Advertising Goes Native

AOL Mobile Advertising Goes Native

The company expands rollout of a native ad unit that will extend to its premium sites and those of up to 20,000 other publishers.

Delivering a Digital Experience That Counts

Delivering a Digital Experience That Counts

Three areas to master to deliver a digital experience that will gain greater customer engagement.

News Byte: Google Adds Upgrades to AdWords

News Byte: Google Adds Upgrades to AdWords

Rolling out over the next few months will be tools for mobile app engagement, automated bidding, and A/B testing.