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BizReport : Email Marketing : July 12, 2007
"Images Off" cuts down email read rates
A new filter for users that turns off images within email marketing messages may be hurting more marketers than originally thought. In addition, a recent study from eRoi found that mid-week emails are likely to have higher open rates than mailings sent on weekends.
According to the study Monday, Wednesday and Thursday email mailings have the highest read rates; Wednesday and Thursday mailings also came in with the highest click through rates. The researchers also found that there are better times to send email messages to ensure they are read.
Mailings sent and received between 11 a.m. and 4 p.m. weekdays are more likely to be read or clicked on, however, mailings sent between 9 p.m. and 11 p.m. have the highest overall read rates (40% to 45%). Mailings sent during the weekday have a 24% to 30% read rate.
Email mailings then are being read if sent at the correct time. But it seems that users blocking images from emails is cutting down on the possibility of emails being read. Marketers can cut down on the number of images sent in an email messages, leaving more room for product information.
Another way to increase the read rates of email messages is to distribute mailings throughout the day. Rather than mailing only in the morning or evening, marketers should send mails in the morning, mid-day, afternoon and evening so that users have the chance to read them at different times of the day.
Tags: email, email marketing
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Comments
What you say in this article is very true. As an email marketing company, we have seen our open rates fall since the major email programs such as Yahoo!, Gmail and Hotmail, set their default images as off. Another way to increase open rates is to include links in your email and use a program that can track these links. Even if graphics are turned off, if they click on a link, this will be recorded as an open.
Posted by: amy on October 25, 2007 18:52