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.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Tawnya Amdor / E-Commerce

How to use digital tools to increase store and web sales

One key is to train store associates to get customers’ email addresses. A great way ...

FPO

Vebeka Guess / Mobile Commerce

Mobile: Get on-target by going off-channel

An Adobe executive offers five key tips to create mobile shopping experiences that boost mobile ...

Advertisement