Lauren Smith

Heather Fletcher is senior content editor with Target Marketing.

What marketers think and the truth may be two different things when it comes to email recipient behavior. About 82 percent of marketers believe email recipients want visuals, while Thinkshift Communications found a trick that revealed a surprising number of instances involving customers reading plain-text messages. The San Francisco-based ad agency ran an "opens" report, which only tracks HTML. Then Thinkshift looked at a second report that only included recipients who clicked on links.

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