MediaPost: Rich Media Email: Slow Progress

A new study out by Jupiter Research called, "Rich Media Email: Analyzing Costs and Prioritizing Budgets" finds rich media usage in email is slowing.

Part of the problem is the increased cost of producing rich media email. The report states, "rich media email can cost considerably more than HTML email. Creative and production fees can exceed $10,000, and rich media serving fees add an extra $0.02 to $0.04 per message delivered-all to reach as little as one-third of the email list with a rich message."

Another cause for limited usage are email clients. Many email platforms such as AOL, Hotmail and Yahoo do not allow through most rich media. And with Microsoft's pending release of Outlook making it easier for users to block html email let alone rich media, the opinion of the study is that usage of rich media in email will decline even further.

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