ExactTarget’s study on email marketing might make marketers take a harder look at RSS as a reliable delivery vehicle for their content.
The study reported that open rates have dropped to 35.5 percent in the fourth quarter of last year, from 42.5 percent in the fourth quarter of 2004.
The report was based on data from more than 2.7 billion e-mails sent by more than 4,000 organizations last year. Spam is one reason offered. Another is the difficulty in measuring the email results, if the HTML images are being blocked.
RSS on the other hand is already a guaranteed delivery system – no Goodmail charges – and most sites are reporting rocketing traffic from their feeds.