Spam has grown at an alarming rate: from an estimated 7% of all global e-mail traffic in April 2001, to 50% in October 2003, according to Gartner, with the level likely to hit 60% by mid-2004.
According to DoubleClick's findings, however, the number that actually read spam has fallen by just one percent on 2002, but is down significantly from 2001, when 18% took the time to read the latest get-rich-quick and body-enhancement offers.
Gartner says that by 2005, content managers, rule-based software and Internet service providers will effectively blacklist 80% of all e-mail marketing campaigns, including permission-based e-mail.
"Most marketers today find that the pressure to achieve cost benefits far outweighs consideration for the e-mail's usefulness to customers," said Adam Sarner, industry analyst for Gartner.
He continued:
"Before customers ignore this valuable medium, marketers must start again by clearly identifying their customer base, surveying their customers as to the types of e-mail they would like to receive, and then deliver on the feedback and give customers a way to update their preferences frequently."
When used efficiently, e-mail marketing is an effective communication tool. According to Gartner analysts, a well-crafted e-mail can receive as high as a 15% response rate, compared with less than 1% for banner ads. Moreover, a company can collect real-time information about its customers and use the data to anticipate customer needs.
"Because e-mail can be effective and is less expensive than traditional marketing methods, by the end of 2004 more than 80% of companies engaged in direct marketing will conduct at least one e-mail marketing campaign," said Sarner.
"It is thus imperative that marketers start now to differentiate their e-mail campaigns from spam by focusing on communication, personalisation and delivery expertise."
DoubleClick's research is available as a 3-page PDF