September 11, 2003, 12:00 AM

E-mail stays popular with marketers, but takes a hit from spam filters

64% of marketers polled by Jupiter Research use e-mail, but 60% say spam blockers have put a dent in campaign results. Multi-service e-mail providers stand to gain as spam intensifies.

E-mail marketing remains popular with marketers, but it’s taking a hit from spam blockers, according to Jupiter Research Inc. Some 64% of marketers recently surveyed by Jupiter say they have deployed e-mail marketing systems, but 60% report that erroneous spam blockers have had an adverse effect on their campaigns.

That trend shows up in decreased click-through rates on marketing e-mail. 58% of marketers using hosted e-mail solutions say they’ve seen decreased click-through rates from spam filters mistakenly blocking messages directed to registered customers.

Only 27% of marketers using an in-house system reported decreased click-through rates, but Jupiter speculates that may be due to a lack of visibility and adequate measurement tools, and that spam filters are causing problems on a similar scale for in-house systems. In fact, Jupiter believes that hosted, outsourced providers are actually more adept at dealing with the spam filters, as they may be more apt to pool experience and knowledge.

That trend will push more marketers to outside e-mail marketing service providers that provide integrated creative, strategic and technical services as bulk e-mail volume grows, causing more difficulty for other online marketers. The average online consumer will receive about 50% more spam-e-mail in 2007 than in 2003, Jupiter forecasts. To cut through the clutter and stay on top of message filtering issues, marketers will turn to outsourcers and full service providers to improve e-mail response rates, as they have for other marketing media, Jupiter predicts.

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