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Research highlights opt-out concerns

The first Digital Tracking Study conducted by Fast.MAP for the DMA has identified some of the reasons why consumers opt-out of email communications.

A staggering two thirds of adults find less than one in ten of the promotional emails they receive either relevant or interesting. Only six per cent find more than half their emails of interest. This
lack of perceived value and relevance is inexorably linked to unsubscribes and – worse still – to marking the sender as a spammer. Two in ten respondents said that they mark an email source as spam if they receive too many messages from it. 

It also emerged that 18% of consumers will assume that they are receiving spam if they do not remember signing up to receive emails pointing to a need for greater clarity in privacy policies and fair collection notices.

Despite this, the recently published FEDMA Pan European Email Marketing Benchmark Report found that only 18% of email senders think opt-outs will increase in the next twelve months with the majority backing maintenance of the status quo at less than 1% per campaign. A quarter of the email senders surveyed still do not measure their opt-out levels.

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