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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