If you are like most US e-mail users, you're pretty experienced at it. You fight spam with purpose and multiple tactics, according to a new survey by the E-Mail Sender & Provider Coalition conducted by Ipsos.
Almost three-fourths of respondents said that they have used e-mail for six or more years. Over 80% read their e-mail daily.
E-mail users are also willing to expose spam at the drop of a hat. Over 80% of respondents said that they report spam or unsubscribe from e-mail lists.
So where does that leave you, the e-mail marketer, when dealing with you, the e-mail user? If you are transparent in your marketing, it leaves you in good shape. If not, you become the enemy.
Most respondents (80%) didn't even open e-mails before reporting them as spam. The from, to and subject lines are therefore crucial in conveying e-mail intent.
The good news for e-mail marketers is that over half of respondents said that they would be more likely to open and read e-mail from a sender who displayed a certified icon in their e-mail program.
Most e-mail users are now experienced at determining if something is unwanted. Well over half of e-mail newsletters, many of which are opt-in, are merely skimmed in the first place, according to Nielsen Norman Group.
eMarketer Senior Analyst David Hallerman notes that clarity of intent can overcome some of these well-honed defenses, especially when sending newsletters.
"Making e-mail value clear can persuade some skimmers to read more," says Mr. Hallerman, who also advised "creating a newsletter whose quality gives it an inbox shelf life beyond the delete button, and putting the most important elements 'above the fold' (at the top of the message)."