News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Return Path: Majority of spam complaints relate to legitimate emails
Marketers risk being labeled a "spam brand", according to new research from Return Path that found the majority of "this is spam" complaints relate to legitimate emails. The solution? Keep recipient enthusiasm high.
Email recipients are flagging legitimate email newsletters and notifications as spam, according to Return Path's July-September Email Intelligence Report. In fact, marketing messages were found to account for a whopping 70% of spam complaints.
Marketing messages also accounted for 60% of all hits on spam traps, email addresses used to catch and flag spam.
According to George Bilbrey, Return Path co-founder and president, the high percentage of spam complaints from marketing messages results from email recipients failing to use a formal unsubscribe process, and instead choosing to use the "this is spam" button.
Compared to the same period in 2011, marketers' inbox placement rates have decreased about 5%. The practice of spam reporting instead of unsubscribing could well be behind declining email deliverability rates, according to the report.
"While this makes it more difficult for marketers because a previously interested recipient may now be marking their information as spam, it is also important that marketers learn from these actions and consider changing their email marketing strategy to keep recipient enthusiasm high," said Bilbrey.
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
- Top 3 tips to improve travel loyalty programs
- New Realeyes' research links emotional response to sales impact
- Coalition for Better Ads releases new guidance to curb consumer annoyance with ads
- Instagram's focus on business tools attracts SMB advertisers
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...