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Consumers Overreport Spam

MORE THAN ONE IN THREE consumers mistakenly report e-mail that they have signed up for as "junk" or "spam," according to a report released Thursday by e-mail marketing services company Return Path.

The study, based on a June survey of 2,035 Web users, found that 36 percent of consumers hit the "spam" button when they want to unsubscribe to e-mail that they have agreed to receive. Almost that same proportion--31 percent--said they don't use the "unsubscribe" links that are found in commercial e-mails.

The overreporting of spam is considered problematic for e-mail marketers because senders that have been wrongly characterized as spammers are at risk of ending up on blacklists by e-mail service providers.

But consumers seem to feel they have no choice. When asked why they didn't use the "unsubscribe" links, consumers indicated that they suspected that the clicking on unsubscribe would just result in yet more e-mail. Reaso...

ยป MediaPost Publication - Shankar Gupta - 04-08-2006

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