August 20, 2003, 12:00 AM

E-mail marketers are undaunted by spam concerns, says new report

76% of respondents to a survey by Arial Software said they plan to increase their e-mail marketing volume this year. At the same time, marketers told Arial they are curtailing the frequency of e-mail messages.

Spam concerns won’t stop e-mail marketers from sending more e-mail promotions this year, although it will make marketers more cautious, says a new study of e-mail marketing from Arial Software LLC. 76% of respondents to Arial’s survey said they plan to increase their e-mail marketing volume this year, while only 12% said they expect to decrease and 12% to keep the same level. At the same time, marketers told Arial they are curtailing the frequency of e-mail messages to avoid overwhelming customers. “Organizations are reporting an increase in their sensitivity to the needs of their recipients due to their desire to differentiate their e-mail messaging from spam,” Arial’s report says.

E-mail marketing truly reflects the wide acceptance of multi-channel marketing, Arial says. 50% of e-mail marketers tie e-mail to a web-based offer, 40% use e-mail to support a print campaign and 30% use it in conjunction with a direct-mail campaign.

Arial also reported:

• 56% of e-mail marketers personalize their messages
• 76% send e-mail in both HTML and text formats
• More companies--although it did not report a number--are seeking to make their e-mail more acceptable to recipients by including an unsubscribe link and links to company privacy policies and are avoiding sending e-mails to lists obtained from outside sources.

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