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Marketing Emails Account for 70% of Spam Complaints

November 28, 2012
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Email marketing messages account for 70 percent of spam complaints from consumers, according to a new report from Return Path. The company, which certifies marketers’ email as legitimate and monitors online reputations, adds that marketing emails make up only 18 percent of total email volume. Return Path based the findings in its third quarter “Email Intelligence Report” on an analysis of some 315,000 email campaigns across the world. Return Path says that email brings a return on investment of $40.56 per dollar spent, higher than the $22.24 for search and $19.72 for display ads...

 

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Email marketing is so easy that it is tempting to use it as a set-and-forget marketing tool. Failure to optimize email marketing strategy and execution affects customer loyalty, sales and costs. Email provides a personal, one-to-one connection between customer and company. It's a shame to lose opportunities to build relationships, increase revenue and reduce expenses by not committing the time and effort required to maximize email effectiveness.

 

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