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BizReport : Email Marketing : December 05, 2006


Spam Blamed For Loss of Email Revenue

Don’t count that email advertising revenue before it’s delivered. That is the message from email marketing experts at MediaPost’s Email Insider Summit in Utah Monday.

by Kristina Knight

Ad executives blame aggressive spam filters for sending legitimate marketing emails to bulk folders or blocking them from recipients. Mistakenly reporting emails as spam is also slowing revenue from email marketing.

37% of consumers admit to using the “spam”, “junk” or “bulk” button as an unsubscription tool, and 79% admit using those buttons to get rid of excess email. When messages are reported as spam, ISPs can classify the sender as a spammer and won’t deliver future emails from that company.

Syd Jones, senior manager of worldwide demand generation and emarketing for IBM said (via MediaPost) that some employee groups refuse to enter email addresses into company mail databases because they are afraid someone else within the company will send spam to that inbox. "We are our own worst enemies in terms of our different groups thinking they own the individual e-mail contact," he said.

What is a legitimate email marketer to do? By proactively culling dropped subscribers, by targeting the messages to appeal to the subscriber list and by increasing your own “rating” through services such as SenderScore.org.

Tags: email, email deliverability, email filtering, email marketing

Comments (1)

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Comments

While everyone has been struggling with this, the larger companies are having a harder problem because it's more dififcult to control so many people that have their hands in the email pot. Some training and narrowing of people empowered to send messages should be enough to turn this around for them.

Posted by: Gary Bourgeault (thealphamarketer.com) on December 6, 2006 07:32

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