U.S. internet users demonstrate email know-how

Americans are experienced at managing their emails, says a new report from the Email Sender and Provider Coalition (ESPC).

by Helen Leggatt

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A survey of just over 2,250 internet users, from top U.S. ISP's, regarding their email use has revealed that they are vigilant but would like to see further tools to enable them to increase control of their inboxes.

Over 80 percent of consumers said they used the “Report Spam” and “Unsubscribe” features. Sixty-six percent were willing to provide additional information on why they were reporting something as spam. A worrying statistic is that 20 percent admitted to using the “Report Spam” button as a quick way to unsubscribe.

Email certification of some kind, perhaps a logo within an email, would encourage 53 percent to open an email instead of discarding it. Other tools that consumers stated they would find useful were an “Unsubscribe” button included in the email program itself (90 percent), and 80 percent wanted a “Report Fraud” function.

“The results of this survey suggest that our industry has a unique opportunity to further help consumers manage their email,” said Dave Lewis, vice president of marketing development for StrongMail Systems, Inc. “They’ve proven that they understand and use the tools they’re given and have expressed a desire for more. It’s now incumbent on senders and ISPs to come together to put more control in consumers’ hands.”