Over-emailing ‘bad for business’

Companies should be 'careful' when sending emails to their clients and avoid 'bombarding' them, the Institute of Direct Marketing (IDM) says.


Companies should be ‘careful’ when sending emails to their clients and avoid ‘bombarding’ them, the Institute of Direct Marketing (IDM) says.

Companies should be ‘careful’ when sending emails to their clients and avoid ‘bombarding’ them, the Institute of Direct Marketing (IDM) says.

Lisa Turner, IDM’s marketing director, comments that too many emails can be seen as an invasion of privacy, which means that any emails sent should be correctly addressed and relevant to the recipient.

Turner explains that in research conducted by Habeas, daily emails were found to be the most disliked online marketing technique along with pop-up advertisements.

She adds that in order to make sure a company’s emails are not classified as junk and thus proving an annoyance to customers, business owners should ‘include clear and easy information on how to stop receiving emails’.

Turner says that according to the Habeas research, nearly 60 per cent of those surveyed said they have two or more email addresses which they give out to companies depending on how much they trust them.

‘Marketers want to be admitted to that ‘inner circle’ of trust,’ she adds.

A report from the Direct Marketing Association in 2007, found that around £125 billion worth of sales in the UK came as a result of direct marketing.

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