B2B HTML Email

Statisics, facts and figures

[BlobFisk]

Hi All,

I've been doing some research into B2B HTML emails here (don't worry, all totally opt-in and asked for and no spam!) and am finding that getting fact and stats for B2C mails is fine, but I am having a very hard time finding B2B stats.

B2C stats say that 62% can read HTML mails no problem, 24% can read but not completely and 14% cannot see them - do people think that these stats are comparible in the B2B arena? Also, stats on email client within the B2B arena is very thin on the ground.

Any pointers to resources or facts and figures would be greatly appreciated.

TIA

[rogerd]

No stats, Blobfisk, but it wouldn't surprise me that some small but significant number of businesses didn't have access to HTML e-mail. Even though Outlook and other popular packages fully support it, IT managers may decide to lock out features for security reasons or may stick with old and/or unusual mail clients for other reasons (e.g., this 1998 mail client works with our legacy software).

In my e-mail marketing, I'm using multipart messages, and also sticking an HTML comment with a link at the top of the HTML e-mail.

[wingslevel]

One thing that will help is optimizing your images. Lots of people are still on dial up and there is no better way to irritate someone than href'ing a 38k image that easily could have been optimized to 6k...

Keep the html tight and use small images....

[waitman]

Hello,

One thing you will want to do is base64 encode your images and include them in the message. Do not reference external URI's (except for below ;-).

For tracking purposes, you could get away with a single externally referenced image, probably use a URL rewrite and track the image name. Forget about the cookies.

If you download a script to build your HTML email with base64 encoded images, make sure it doesn't duplicate images. For example, you might use some layout software to build your HTML page, and the program stuffed a bunch of horrid "slice.gif" spacers into the page. If your mail building software decides to add multiple slice.gif's your recipients will receive a message with a whole bunch of attached "slice.gif" images. However, this might be a good way to catch a response, who knows.

I agree with the optimized images. I normally get annoyed with the people who send me 800 by 600 images - they couldn't be bothered with HTML so they laid it out in their paint program. Big turn off, thank you.

Best Regards,

Waitman Gobble

[edited by: TallTroll at 11:14 am (utc) on Aug. 11, 2003]
[edit reason] no sigs please [/edit]

[BlobFisk]

Thanks everyone for your responses - very helpful.

[Mardi_Gras]

One thing you will want to do is base64 encode your images and include them in the message

Hmmm...I'm not sure what that will accomplish besides triggering spam filters every where you send your message...

[aspdaddy]

The most popular mail clients I see in (UK) businesses are

Outlook/Outlook Express - SME
Outlook/Lotus - Corporate
Lotus/Route400 - Govt.

Most businesses I know of accept html mail, possibly in *this* industry its different though :)

There are also those who get there email web based , but I think this is much smaller in b2b.

[BlobFisk]

That tallies with what I thought too, aspdaddy.

Although, depending on the geographical region, Eudora and Pegasus may also be small players also...

[waitman]

"Hmmm...I'm not sure what that will accomplish besides triggering spam filters every where you send your message... "

Well, your recipient may not pull remote content into their email client. I have read that the next version of outlook will disable remote images by default. Also, other popular clients have such settings.

[Mardi_Gras]

FWIW, we sent out a B2B HTML mail Tuesday AM. As of today (Thursday PM) I'm indicating just about a 60% open rate (HTML opens). No signicant server filtering - every domain sent to indicates some opens.

I'm sure some recipients deleted the mail without using a preview pane; some opened it in text readers; and the rest - who knows.