March 16, 2001, 12:00 AM

Computer technology is making e-mail marketing more effective

Graphic-rich emails are producing better consumer responses because more computers can support HTML messages.

Kurt Peters

Executive Editor

Response rate to e-mails with graphics are 33% higher than with text e-mails, BargainDog.com tells Internet Retailer. BargainDog sends e-mail newsletters on online deals. With the right mix of graphics, response rates can double, BargainDog says.

It’s no secret that online shoppers prefer pictures in their e-mails to plain text--and new technology is helping e-mail marketing deliver. “As bandwidth gets larger, we’ve been able to deliver more graphics,” says David Beisel, vice president of marketing. “As more people become connected through DSL or cable modems they can receive bigger pictures, which can mean even better response rates.” Meanwhile, online gift retailer RedEnvelope.com has doubled the response rates from e-mails that include graphics. CEO Martin McClanan says the introduction of “sniffer” technology, which helps identify which consumers can receive graphic e-mails, is improving e-mail marketing efforts. Companies that provide such technology include Digital Impact, Flo Networks, Responsys and Exactis.

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