Consumers Get Spam Savvy
Consumers have become adept at sorting wanted e-mail from unwanted spam.
The DoubleClick consumer survey found consumers are taking a number of preventative steps. One of the most popular steps is setting up a bulk-mail folder. More than 52 percent reported using such folders, up from 49 percent last year. They are also deleting more e-mail, with 65 percent saying they delete spam, a 5 percent increase from a year ago. Just 4 percent said they read suspected spam to see if it might interest them.
The findings square with other research that's found consumers manage the spam problem as an everyday nuisance. Nearly 9-out-of-10 respondents to the DoubleClick survey tagged spam as the No. 1 problem with their e-mail experience. However, their enthusiasm for commercial e-mail has not waned. Over 90 percent reported receiving some kind of permission-based e-mail, with over half saying they received offers from online or traditional retailers via e-mail.
|How do the following elements in a
permission-based e-mail affect your likelihood
|Contains your name or address||16%||71%||13%|
|Contains relevant information||67%||28%||5%|
|Contains information based on interests
you've specified to that company
|Makes purchasing recommendations
based on your past purchaser likeliness
Instead of relying on technological fixes, consumers are using common sense. Over 63 percent said they scrutinize the "from" line in e-mails to determine if it is legitimate e-mail. The method squares with consumer definitions of spam: 95.5 percent said spam is e-mail that uses deception and 93 percent said it was e-mail from unknown senders.
Beyond Interactive conducted the DoubleClick survey, using the NFO//net source panel to poll 1,000 consumers who use e-mail at least once a week.
|What Compels You to Take Action on Emails|
|Product I needed at the time||37.8%|
|Unsubscribed from the mailing list||6.1%|