Commentary

E-Mail Formats Used by Marketers

E-Mail Formats Used by Marketers

Opt-in news reports that during the 2001 holiday season, direct HTML e-mail was the most-used form of opt-in e-mail marketing among advertisers in the US -- 54.2% used direct HTML e-mails to advertise their product or service at the end of 2001.

Opt-in eMail Marketing Methods Used by US Advertisers, Q4 2001 (% of advertisers surveyed)
- Direct eMail (HTML) 54.2%
- Newsletters/eZines 20.8
- Direct eMail (text) 16.7
- Co-registration 4.2
- Other 4.2
Source: Opt-in News, Keaton Communications, Jan. 2002

Opt-in also mentions that 57.4% of e-mail marketing campaigns in the 4th quarter were for retail and consumer-focused companies. The report, "The Year 2001 in Review," used information collected from opt-in e-mail publishers and permission-based e-mail marketing ad networks in the US. Opt-in found that in general in 2001, 68% of all US e-mail marketing was in HTML format -- up from 34% in 2000.

In a September 2001 IMT Strategies report, it is noted that 57% of marketing e-mail received by US internet users is in HTML format. It is important to note, however, that IMT separates HTML e-mail from "rich media" as well as e-mails with animation attached.

Types of Marketing eMail Formats Received by US Internet Users, 2001 (% of respondents)
- Attached Animation 82%
- Rich Media 61%
- HTML 57%
Source: IMT Strategies, September 2001

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