Marketing data may be fundamentally flawed even before
it enters a marketing database, as people do not trust companies
enough to give them their real e-mail address.
This is one of the key findings of a survey of visitors to the
2005 Technology for Marketing event by Stoneshot.
It also found that 58% of the people surveyed had deliberately
given the wrong address to businesses that had requested it as part
of their sales and marketing process, including in online forms for
downloads, events and registrations.
A further 8% stated that they did not give their e-mail address
out if they thought it was going to be used for marketing or sales
purposes. Only 34% said they gave the correct e-mail address.
Poorly targeted mailings is the obvious outcome of this data
deception – however, Gavin John of Stoneshot warned that firms who
generate a large number of bounced messages through their email
campaigns that they also run the risk of being blacklisted by their
ISP.
“Companies that want to use email successfully need an
understanding of how to create compelling content, how to ensure it
is not blocked by overzealous spam filters, and an understanding of
what customers want,” John said.
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