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BizReport : Email Marketing : January 30, 2007

Report finds mail renderability key to response rate

When sending out graphics-laden emails to your customers, what you see isn’t necessarily what they get, according to recent research by the Email Experience Council.

by Helen Leggatt

The EEC’s Rendering Report reviewed 1,000 marketers’ B2B and B2C emails and assessed their renderability. An increase in the use of spam filters, coupled with the increase in image-based spam, and the ability to turn off images in emails, results in customers receiving totally blank, or imageless messages in their inbox.

Around 21 percent of the emails reviewed were presented blank and an additional 28 percent displayed legible text, but no working hyperlinks.

“Don't assume that your e-mail will render perfectly – that could cause marketers to cut it too close,” said Jeanniey Mullen, founder of the Email Experience Council, Upper Montclair, NJ (via DMNews). “Instead, designers should design two versions of an e-mail: one with images showing and one with images off to determine results, and code the e-mail in a way that will ensure that the message and call to action are seen and clickable.”

Email testing is a service increasingly being offered by email marketing companies and the survey concluded that testing could increase response by up to 87 percent.

The report offers comparisons of businesses offering rendering services and lists top secrets to email rendering success.

Tags: email deliverability, Email Experience Council, email marketing, graphics, rendering, spam blocker

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