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Business

Marketing chiefs: Are you spamming your customers?

Tighten up your email policy - or risk being blacklisted
Written by Nick Heath, Contributor on

Tighten up your email policy - or risk being blacklisted

Marketing emails are at risk of being blocked as spam because businesses are not correctly managing the email communications they send out, a survey has found.

More than half of the 157 marketing managers surveyed by the DMA Email Marketing Council said their business did not restrict the number of messages that could be sent to an email account in a given period.

The survey report warns: "Given that people regard 'too many emails' as a reason for reporting messages as spam, this is a weakness that needs addressing."

Marketers should keep a close eye on how many emails they are sending out according the DMA Email Marketing Council

Marketers should keep a close eye on how many emails they are sending out according to the DMA Email Marketing Council
(Photo credit: pareeerica via Flickr under the following Creative Commons Licence)

And nearly one fifth (17 per cent) of marketers surveyed are not failing to remove email addresses from mailing lists after messages bounce back.

The report says this has "potentially catastrophic implications for their sender reputation" and again could result in ISPs blocking the marketing messages as spam.

On a more positive note, spending on email marketing looks likely to rise, with more than two-thirds (70 per cent) of marketers predicting an increase in spend despite recent marketing budget cuts.

The newsletter is the most popular form of email marketing but there has also been a significant rise in promotions via automated emails to confirm purchases.

Integrating email campaigns with other marketing methods remains popular, with marketers reporting the highest level of success when email marketing was combined with direct mail, database marketing and telemarketing.

A minority (38 per cent) of marketers will use an external company to carry out their email marketing over the next 12 months, with the top criteria when choosing a provider being price and customer service.

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