Home  › Email › Email Marketing

Spam Suspicions Greater Than Realities

  |  December 16, 2004   |  Comments

More than 85 percent of users believe e-newsletter publishers have spammed them.

Approximately 87 percent of Web users believe they’ve received spam as a result of subscribing to an email newsletter, according to a survey conducted by ReleMail, an email monitoring and certification service. The survey polled 1,000 Internet users who described themselves as subscribing to at least on email newsletter.

"The main point is that customers don’t trust the online privacy policies of email newsletter companies," said Michael Adams, founder and chief executive of the Tucson, Arizona-based company. "Most Internet users believe these policies are routinely violated. However, research we did contradicted that assumption."

Of the 1000 newsletter publishers profiled by ReleMail in an separate study, ReleMail found that 99.7 percent did not send spam to the email addresses of their subscribers. Adams classified that apparent gap between the suspected prevalence of newsletter spamming and actual cases of impropriety as "a huge distortion."

That said, skepticism appears to be widespread enough to prevent a majority of people from subscribing even to newsletters in which they may otherwise be interested. The latest survey found that 83 percent of the Internet user public has avoided subscribing to newsletters of interest because they weren’t sure they could trust the online publisher. Additionally, 80 percent said they had tried to unsubscribe from an email newsletter, only to find the request was either disregarded or did not go through.

EMAIL PRIVACY STATISTICS
  • 96% say email privacy is important to them
  • 87% believe they have received spam from a company that collected, then sold their email address
  • 83% have avoided subscribing to email newsletters because they weren’t sure they could trust publisher
  • 80% have tried to unsubscribe from an email newsletter, and found unsubscribe did not work
  • 78% do not always believe company email privacy statements
  • 66% believe that, given an opportunity, most businesses would take advantage of public if they thought they would not be discovered
  • Source: ReleMail LLC

    As a solution to the problem, ReleMail suggests a five point "action plan" for companies to build trust with potential Internet subscribers: first, appoint a third-party organization to certify the company’s privacy policies; second, articulate a clear privacy pledge that can be easily accessed online; third, get a third-party to certify your email subscriber program; fourth, gain a single view of customers; and lastly, implement technology that allows customers to control the dialogue.

    Finally, the report found that 72 percent of Internet users said they would be more likely to subscribe to an email newsletter if had been independently certified as trustworthy.

    "These data point out that people are increasingly skeptical of self-published email privacy polices, but they do pay attention to independent certification of email practices," Adams said.

    ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

    ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
    Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

    ABOUT THE AUTHOR

    COMMENTSCommenting policy

    comments powered by Disqus

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

    COMMENTS

    UPCOMING EVENTS

    Featured White Papers

    Gartner Magic Quadrant for Digital Commerce

    Gartner Magic Quadrant for Digital Commerce
    This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

    Paid Search in the Mobile Era

    Paid Search in the Mobile Era
    Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

    WEBINARS

    Resources

    Jobs

      • GREAT Campaign Project Coordinator
        GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
      • Paid Search Senior Account Manager
        Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
      • Paid Search Account Manager
        Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...