Home  › Email › Email Marketing

Coping With Spam

  |  October 23, 2007   |  Comments

A study finds consumers maintain multiple e-mail addresses, using at least one for trusted sources. What does this mean for marketers?

To learn more about consumer perceptions of e-mail, Habeas sponsored a study conducted by Ipsos and discovered an "e-mail insecurity factor" among Internet users due to spam and online security threats.

Seventy-four percent of survey respondents check their e-mail daily and 22 percent check three -to-six days per week. Across all age, gender, education and other demographic groups, 58 percent believe spam has increased, 36 percent say it's about the same, and 6 percent see less spam.

Over half of the survey respondents said they filter their own e-mail by maintaining multiple e-mail addresses.

"Over 50 percent said they give one e-mail address to people they trust, and another to people they don't trust," Des Cahill, CEO of Habeas. The company describes this behavior as an "e-mail insecurity factor."

Cahill said the study didn't observe whether one e-mail address is used for friends and family, while another one is specifically for marketing e-mail and newsletters. "The bucketizing is more about this e-mail box is for people I trust more," he said. "I would say that a marketer, if they do their e-mailing right, could be put into the trusted box."

E-mail is a crucial component of communications, and 61 percent said they would never give up e-mail regardless of spam, phishing, and virus risk.

Ipsos conducted the research for Habeaus. The study polled 2,347 Internet users based on age, gender, income, household size, education, and region representative of the U.S. population. The survey was fielded in September 2007 and included incentives.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...