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Users can't really tell that an email is styled or plain before opening it, so if the opened numbers were too different, I'd be concerned that something was up.
by tgb 9y ago
Users can't really tell that an email is styled or plain before opening it, so if the opened numbers were too different, I'd be concerned that something was up.
- MiguelHudnandez 9y agoYes, it seems the open rate should be attributed to the subject line or the a/b split parameters more than the design... And with the open rate that significantly affected, all other metrics would be skewed as well.
- worble 9y agoCould the difference in open rate possibly be attributed to the email no longer being picked up by spam filters / not going to googles "promotions" tag like mentioned in the article?
- rmurri 9y agoNot necessarily the full story. I have set my preference to text email over html email in one client that I use. This is at least one example of a client making the decision before opening the email.
- yellowapple 9y agoPer the article, it's probable that the styled emails are being flagged as promotional (or outright spam) and thus being filtered from immediate view by various mail clients (including Gmail).
- tgb 9y agoGood point!