New AGNITAS Survey: E-mailing Reach is up to 40% Higher Than Tracked

E-Mail Marketing in the Picture Trap - or why E-Mailing Advertising Effectiveness Calculations are Incorrect

MUNICH, April 11 /CNW/ - E-mailing reach is generally up to 40% higher than reported by mail programs. This is the most important finding of a survey by AGNITAS, the provider of OpenEMM, the most popular open source software for newsletters, e-mail marketing and transactional e-mails worldwide. Test evaluations have shown that numerous recipients of e-mailings do actually read these mails although registered as "non-openers". Moreover, the newsletters are not only read, but also clicked on and "non-openers" even make purchases.

A major problem facing e-mail service providers (ESPs) is the increasing number of recipients suppressing embedded pictures. ESPs measure opening rates using a "Tracking Pixel". Recipients reading the e-mail in text mode without pictures do not activate this tracking pixel and aren't registered as readers.

AGNITAS analyzed the number of openings and clicks of approximately 18 million commercial e-mails. A considerable share - some 28%o - of all those who clicked did not actually open the e-mail in a way allowing measurement. As such the share of readers is roughly 40% higher than the "openers" shown.

The Picture Trap: The opening rate for e-mailings is generally up to 40% higher than expected

Almost one in three clicks were made by recipients, who, according to the standard mailing program's reporting, had not even opened the e-mail. Counting the clickers who have been tracked as openers against the registered openers allows the share of non-registered openers to be determined via the untracked clickers.

For more detailed information about the survey and its results, download the free file at: http://www.agnitas.com/study.html

About AGNITAS AG

AGNITAS is a technical service provider and software developer for e-mail and digital direct marketing. E-mail marketing campaigns can be developed, implemented and evaluated with its e-mail marketing platforms.

AGNITAS services are available as full service, SaaS or license solutions.

SOURCE AGNITAS AG

For further information:

Press contact

AGNITAS AG
Ulrike Leipnitz
Tel: +49(0)89-55-29-08-0
Fax: +49(0)89-55-29-08-69
E-Mail: uleipnitz@agnitas.de
Web: http://www.agnitas.com
OpenEMM: http://www.openemm.org

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AGNITAS AG

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