Email Marketing News
Study: Marketers still send emails after consumers unsubscribe
Friday, 21 November 2008New research has revealed that a fifth of top brand marketers in the US still send email marketing messages to consumers even after they have unsubscribed.
Carried out by Return Path, the study showed that 11 per cent of these brands also continued to email those who have unsubscribed over ten days after their request to be removed from mailing lists was confirmed - breaking spam laws in the process.
Return Path warned that undertaking this practice could have a negative effect on all email marketing messages sent.
"If marketers don't immediately honour an unsubscribe request, they risk consumers clicking the 'Report Spam' button, which ultimately and negatively impacts their email reputation, determining whether or not their emails are delivered to all their subscribers' inboxes," explained Bonnie Malone of Return Path.
The study also found that just two of the 45 organisations quizzed said they provided options to allow subscribers to change the frequency of emails or to opt out of certain messages.
Earlier this year, Graham Charlton of E-consultancy called on companies to make it as easy as possible for marketing email recipients to unsubscribe from their mailing lists, as a complex process may push consumers to hit the 'spam' button instead.