The following article was published by Robyn Greenspan on the CyberAtlas website. I found it interesting, you may too!

With spam reaching an all-time high, e-marketers are having a difficult time getting their messages read. But according to an Opt-in News study of U.S. publishers of HTML e-mail, those distributing B2B (business-to-business) newsletters might have the most receptive viewing audience.

Results from the 2003 study indicate that newsletters targeting business professionals boasted a 71 percent open rate, compared to 41 percent of e-zines that are directed at consumers. The open rate for B2B increased 2 percentage points from a 2002 study, while B2C (business-to-consumer) decreased from 49 percent.

I'm really curious about how these folks track open rates. If I have MS Outlook Express as my email client with the preview pane enabled, then the HTML is rendered, even if I am only accessing the email in order to delete it. Can they track if I've opened the email and looked at it for 5 minutes? I don't think so. My personal opinion is that these statistics are way too high. But you make your own assessment. Click on to read the rest of the article.