Computer technology is making e-mail marketing more effective
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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