It's back to the drawing board for marketers, whose image-oriented email campaigns are increasingly being blocked by default and Web mail clients.
That's according to Jeanniey Mullen, Email Experience Council founder and a chief marketing officer at Zinio. The Email Experience Council, the email marketing arm of the Direct Marketing Association (DMA), released "Retail Email Rendering Benchmark Study." The 41-page study examines the email design practices of 104 top online retailers tracked via RetailEmail.Blogspot, and examines their performance in an images-off email environment. It also includes the results of a survey of 472 marketers regarding rendering issues, conducted in conjunction with SubscriberMail, the sponsor of this study.
"The results of this study underscore the importance of proactively designing email to compensate for image suppression," said Jordan Ayan, CEO of SubscriberMail, in a statement.
MediaPost Publications - Study: Image-Oriented Emails Not Getting Delivered - 06/06/2008Dispatch from the front lines of "Duh!"
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