Gartner Says Marketers Must Differentiate E-Mail Marketing From Spam
Spam Will Account for 60 Percent of E-Mail by End of 2004
STAMFORD, CONN., September 29, 2003 — Approximately 50 percent of e-mail traffic in 2003 is spam, and by mid-2004, it will grow to 60 percent, so marketers must take immediate steps to differentiate their e-mail marketing from spam, according to Gartner, Inc. (NYSE: IT and ITB).
By 2005, content managers, rule-based software and Internet service providers will effectively blacklist 80 percent of all e-mail marketing campaigns, including permission-based e-mail.
"Most marketers today find that the pressure to achieve cost benefits far outweighs consideration for the e-mail's usefulness to customers," said Adam Sarner, industry analyst for Gartner. "Before customers ignore this valuable medium, marketers must start again by clearly identifying their customer base, surveying their customers as to the types of e-mail they would like to receive, and then deliver on the feedback and give customers a way to update their preferences frequently."
When used efficiently, e-mail marketing is an effective communication tool. According to Gartner analysts, a well-crafted e-mail can receive as high as a 15 percent response rate, compared with less than 1 percent for banner ads. Moreover, a company can collect real-time information about its customers and use the data to anticipate customer needs.
"Because e-mail can be effective and is less expensive than traditional marketing methods, by the end of 2004 more than 80 percent of companies engaged in direct marketing will conduct at least one e-mail marketing campaign," said Sarner. "It is thus imperative that marketers start now to differentiate their e-mail campaigns from spam by focusing on communication, personalization and delivery expertise."
Additional information is available in the Gartner Research Note Marketers Can Differentiate E-Mail From Spam. The Research Note provides analysis on how marketers can distribute effective, targeted e-mail campaigns that customers will be able to read. This document is available on Gartner's Web site.
Gartner analysts will provide their outlook for the IT industry during Gartner Symposium/ITxpo 2003, which will be held October 19-24 in Orlando, Florida. Gartner Symposium/ITxpo is the IT industry's largest and most strategic conference, providing business leaders with a look at the future of IT. For more details or to register for Gartner Symposium/ITxpo 2003,visit www.gartner.com/us/symposium/us or call 1-800-778-1997. Members of the media can register for the event by contacting Maria DiMasi at +1-212-699-2734 or e-mailing GartnerEvents@middleberg.com.
About Gartner:
Gartner, Inc. is the leading provider of
research and analysis on the global information technology industry. Gartner serves more
than 10,000 clients, including chief information officers and other senior IT executives
in corporations and government agencies, as well as technology companies and the
investment community. The Company focuses on delivering objective, in-depth analysis
and actionable advice to enable clients to make more informed business and technology
decisions. The Company's businesses consist of Gartner Intelligence, research and
events for IT professionals; Gartner Executive Programs, membership programs and peer
networking services; and Gartner Consulting, customized engagements with a specific
emphasis on outsourcing and IT management. Founded in 1979, Gartner is headquartered in
Stamford, Connecticut, and has 3,700 associates, including more than 1,000 research
analysts and consultants, in more than 75 locations worldwide. For more information,
visit www.gartner.com.
