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Article

Title: E-Mail's Image Problem

Author: Magill, Ken Article Type: Product Analysis
Source: DIRECT, v19 n7 p38(2) Publication Date: Jul 2007
  ISSN: 1046-4174
URL of Publication: http://www.directmag.com

Direct marketers need not worry about moves to block email images and links as long as they maintain good reputation metrics, high-quality email marketing design and programs. These qualities will ensure that consumers will not turn off the images and links they send. Fears of image suppression engulfed direct marketers after AOL unveiled its new versions of AOL.com and AIM.com free email services that mechanically prevent images by default. AOL later issued a clarification in light of confusion among people in the e-mail marketing industry. AOL subscribers using enhanced AOL Web Mail service introduced in May 2007 will see notifications that images from unknown senders are barred. Email from 'known senders' that may feature live images or links and that are from address listed in a user's address book is considered certified mail. Such a move by AOL is similar to the steps undertaken by its counterparts such as Yahoo! and Microsoft, which immediately turn off images in their newly enhanced e-mail interfaces to provide protection against malware, viruses, and spam. Marketers experienced a drop in their open rates primarily because an 'open' is recorded only when the receiving computer looks for images from the sending PC. However, the opening will not be documented if an email is opened but the images were not turned on by the recipient.

Companies:
AOL LLC

Products:
America Online (AOL) Email Marketing

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