Spam threatens legitimate e-marketers
1 October 2003
Concerns have been voiced that increasing amounts of spam are threatening the operations of email marketers.
Research undertaken by Gartner reveals that near half of all emails currently sent are unsolicited, leaving marketing firms hard-pressed to make their online campaigns stand out.
'Most marketers today find that the pressure to achieve cost benefits far outweighs consideration for the e-mail's usefulness to customers,' said Adam Sarner, industry analyst for Gartner.
'Before customers ignore this valuable medium, marketers must start again by clearly identifying their customer base, surveying their customers as to the types of email they would like to receive, and then deliver on the feedback and give customers a way to update their preferences frequently.'
Gartner predicts that by 2005, content managers, rule-based software and Internet service providers will effectively blacklist 80 per cent of all email marketing campaigns, including permission-based email.
The government has recently enforced legislation requiring e-marketers to ensure the permission of recipients before sending messages.
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