• by Jack Loechner , Staff Writer @mp_research, February 13, 2004

Marketers Spend 90% More To Reduce Blocked Email By 40%

In its new report "Overcoming the Spam Effect: Maximizing E-Mail Marketing Message Delivery", Jupiter Research finds that the cost to online marketers of permission e-mail messages, being erroneously blocked as spam, will balloon from $230 million in 2003 to $419 million in 2008. With the increase in protection spending, and the overall increase in email volume, the research reports that permission e-mail being erroneously blocked will decline from 17% today to just under 10% in 2008. The decline in percentage of e-mail blocked will result from new ISP efforts to shift from filtering to identity and authentication systems.

This total spending on retention and sponsored e-mails increase accounts for the continued increase in spending wasted on e-mail that will fail to make it to consumers' inboxes. David Daniels, Research Director at Jupiter Research, says "The increase in e-mail volume and the fact that consumers are spending less time in their inbox is creating a consumer attention deficit to permission based e-mail marketing."

From 2002 to 2003, Jupiter Research found that permission e-mail grew at a rate of 36%, outpacing e-mail account growth and indicating that permission e-mail per active e-mail user increased. During this period, however, consumers noted an increase in spam of 26%. With this year-over-year increase in permission e-mail, consumers perceive an increase in spam.

The reports suggests that the largest e-mail marketers, that often erroneously trip the ISPs spam alarms, will be the first organizations to pay additional fees for identity-based trusted and bonded sender programs to ensure e-mail delivery.

You can find out more here.