Email Marketing News
Email marketing 'should go beyond open rates'
Wednesday, 3 September 2008A new study has suggested that open rates are no longer effective when it comes to measuring the success of email marketing campaigns.
Conducted by Epsilon International, the research found that click-through rates from email marketing messages rose by 11.4 per cent in the UK during the first quarter of 2008, despite recorded open rates dropping by 14.8 per cent.
The company indicated that this may mean marketers should concentrate more on click-throughs when it comes to campaign measurement, particularly as open rates are tracked by embedding tiny images in messages that are increasingly being blocked by email clients.
"It has become increasingly difficult to track open rates accurately because of anti-spam measures taken by internet service providers, email service providers and even in some email software packages on PCs," commented Epsilon International managing director Ian Hitt.
In July, MailChimp released research findings suggesting that the IT sector sees the highest open rates from email marketing messages.