Spam is a top concern for e-mail target marketers
Controlling spam is a top issue for companies using e-mail for target marketing, according to a new report from CSO Insights Inc. Nearly 31% of companies said they are “very concerned” about spam and 25.5% said they are “extremely concerned.”
The study—2005 Executive Report: Target Market Priorities Analysis—was underwritten by Harte-Hanks Inc. CSO surveyed senior marketing executives of 281 companies, including retailers.
Nearly three in five companies surveyed are planning to spend more on e-mail, and 72% said that e-mail is very important to their marketing campaigns, CSO said. E-mail is used by 65.2% of companies in support of local campaigns, following direct mail, which is used by 72.2% of the companies.
However, 37% of the firms said they didn’t have a sufficient quantity of customer e-mail addresses to explore e-mail marketing fully and profitably. And 34% said they didn’t have the expertise to make the best use of e-mail for target marketing.
Forty percent of the firms surveyed reported they had problems associated with poor e-mail quality, which could affect the effectiveness of target marketing campaigns, CSO said. Missing or incomplete data was the top concern, with 47% of the companies reporting the problem. More than four in 10 companies said they were concerned about missing e-mail permissions and addresses.
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