DoubleClick Report Shows How Consumers Tackle Spam
Consumers are increasingly using bulk folders and filtering techniques to reduce the amount of spam emails they receive, according to new research from online marketing group, DoubleClick.
The 2003 Consumer Email Study shows that spam is the number one concern consumers have about their email inbox, with 89% deeming it a serious problem. However, there is an increasing level of sophistication in the way most people deal with spam and 65% delete it without even reading it.
Doubleclick claims that consumers are actively combating the scourge of spam by using bulk mail folders, spam filtering software and some even go as far as creating a second email address for making online purchases.
Interestingly consumers do not necessarily link spam with advertising, 95.5% define spam as ’emails intended to trick me into opening them’, while 93.5% describe it as ’emails of an offensive subject matter.’
Scott Knoll, vice president and general manager of DoubleClick’s marketer solutions division, said: “The encouraging news from this year’s study is that consumers are clearly differentiating between spam and legitimate commercial email. However, it is also clear that marketers must continue to tailor the content, targeting and frequency of their messages to remain successful marketing through the email channel.”
The problems caused by spam could undermine the integrity of email marketing, as the report reveals that permission-based emails remain a significant driver of purchases both online and in shops.
The study shows that two-thirds of respondents have made a purchase as a result of email marketing, although most action taken in response does not include instant online purchasing, instead consumers often click through an email but purchase at a later time.
Recent research from DoubleClick revealed that rich media advertising is becoming increasingly popular amongst online marketers, with the number of rich media executions increasing to nearly 32% of all online ads in the second quarter of 2003, up from just 17.3% in the same period in the previous year (see DoubleClick Reveals Continued Growth In Rich Media Ads).
Doubleclick: 020 7399 4400 www.doubleclick.com
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