Late last year, MarketingSherpa conducted a study with Q Interactive, a leading interactive marketing company, with a very interesting population: people who had recently hit the ‘Report SPAM’ or ‘Junk’ buttons in their respective email clients (AOL, MSN or Yahoo!).
The study explored how these buttons get used, the perceptions of spam and the effect on “legitimate” email marketers. Why the quotation marks around the word legitimate? Because the defining theme of the study is that, in the eyes of more recipients, many opt-in mailers are merciless spammers.
This chart details the reasons why people hit the ‘spam’ or ‘junk’ buttons over a 30-day period.
#1 – I didn’t sign up to receive email from the sender
#2 – The email I received was not of interest to me (has nothing to do with permission or responsible mailing practices. The content simply wasn’t compelling so the recipient simply wrote off the mailer.)
#3 – I receive too much email from the sender.
#4 – I receive too much email from all senders.
#5 – I found the email offensive.
Inbox overload – the #1 challenge as ranked by more than 2,000 respondents to our last survey – is cited by 20% as a reason for hitting the spam button. As filters get better, the competition for eyeballs is going to be less with vendors of romantic pharmacology than with other legitimate emailers.
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