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Spam? People still happy to hand out e-mail addresses

Posted by: Stephen Baker on October 06

A new Harris Interactive survey shows that even in this spammy world we inhabit, the overwhelming majority of people still open their e-mail boxes for the right offers. According to Harris, 96% of adults have provided their email address to receive special offers or more information.(I agreed to receive this news by e-mail, which I guess helps to prove the point.) Additionally, 73% of respondents say they are more willing to make a purchase from a brand they have signed-up with.

The sponsor of this study, a lead-generation company called Pontiflex, is eager to demonstrate that people who agree to receive mailings—those who “opt in”—make for valuable customers. Its technology enables marketers to gather opt-in information, including e-mail addresses (amended).

I wonder about the sophistication of the e-mailing public. I keep a Hotmail account for virtually all of my commercial dealings. Those relationships are quarantined from the rest of my online life, and I’d imagine that Hotmail address is worth next to nothing as a lead. Do you maintain similar accounts? What does that say about lead generation? Are those of us with multiple accounts still a minority? (cross-posted on TheNumerati.net)

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Reader Comments

123xyz

October 6, 2009 03:35 PM

Many people keep multiple addresses and keep one or more quite close, handing out yet another specifically for "opting in" on stuff.

Did the survey ask if people give out their "public" address, or "private" address?

Are the pollsters pandering to some special interest with this survey?

Michael Seese

October 6, 2009 11:14 PM

(How ironic that I have to type in my email address before posting ...)

I have begun putting at the bottom of my Craigslist ads words to the effect that potential buyers should either call me, or send me a number to call. I no longer respond to emails, since the spammers send out emails with messages like "This is the second time I have tried to get ahold of you. Still selling? Hope to hear from you." in an effort to get my real email address.

As another example, I'm trying to sell my car on autotrader.com. I just got an email from someone who says he is interested. I'm ignoring it.

These guys are ruining all the good things. I have not yet created a HotMail account, but I may have to.

-- Michael Seese, CISSP, CIPP, author of Scrappy Information Security

tim

October 7, 2009 01:34 AM

I keep segregated accounts, but most people don't share my level of caution or cynicism. I'd guess that only about 5-10% of the public actually does this. E-mail is so Web 1.0 though -- what about those twitterers?

Zephrin Lasker

October 8, 2009 02:10 PM

Hi Tim and Stephen,

Sure, people keep different email addresses for different purposes. Our belief is that when people are presented with information in a relevant and contextual way (via search and CPL ads), they’re more likely to be interested in the offer or program they’re opting into. An avid golfer might provide a quarantined email address to receive newsletters about tennis; but if he or she is presented with an offer for a discount on golf shoes and signs up to learn more, there’s a good chance that the offer is appropriate and the lead is valuable.

With regard to Twitter and the rest of the web 2.0 phenomena, it’s true that people are engaging with social media more than ever. However - not at the expense of email. In a recent article, MediaPost cited the results of a Nielsen study which showed that social media makes people consume email more, not less. And like email, Twitter is just another medium for marketers to engage consumers.

Happy to talk in more detail about the results of the Harris/Pontiflex study, social media, and email anytime.

Best,
Zephrin Lasker

Naperville carpet cleaning

October 8, 2009 07:19 PM

Spam is something we are going to be dealing with I think until the end of the internet. Their is no way to tell if something is spam or not unless we start making are inboxes invitation only. This will be a problem as i'm sure spammers will find a way around it.

Naperville carpet cleaning

Tessa

October 11, 2009 09:14 PM

Wow, 96%? I would not have thought it was that high. What an interesting study!

I definitely have multiple accounts for dealing with different kinds of mail! Nothing suspicious or even close to spam touches my Gmail inbox. Sketchy mailing lists go to my Yahoo address.

jorge nunez

October 21, 2009 04:46 PM

this is so true

kenny madden

October 30, 2009 06:35 PM

Thought this would be of interest

Here are some thoughts I put together for a couple of my clients on the changing landscape of “Traditional lead generation” as it pertains to the SMB IT market.
A lot of our IT vendor clients are under pressure to help drive revenue and what seems to be happening is marketing teams are tempted to throw as many “leads” as they can to the sales team. IT vendors generally think more leads is better because it lowers the CPL they have to pay and gives the sales team more activity. But this is approach endows the IT vendor with a false sense of security.
Alternatively go where your buyers are and develop a demand generation program where you engage your potential buyers as opposed to trying to hook them with lead bait. 100,000’s of your potential buyers and prospects are open to hear from you but on their terms not yours. Because the spiceworks community is an opt-in experience vendors can talk with customers or potential customers without the need for a sales or marketing interface. The customers are ready to hear about products. Spiceworks is a marketplace where sales lead generation is already done simply by the fact that the customers are present.( and opted – in) They have already given the vendor their ear. It is up to the vendor to get involved and help, talk with, engage and nurture.
Here is what your potential buyers and prospects think about “traditional lead generation”:

Registration free whitepaper’s????
http://community.spiceworks.com/topic/79863

Respectfully,

Kenny

Kenny W. Madden
Director - Business Development
W: 512 628 8230
C : 512 773 5799
kenny@spiceworks.com
www.spiceworks.com

Spiceworks Media Kit: http://www.spiceworks.com/media_kit/Spiceworks_Media_Kit_Full.pdf


r4 revolution

November 5, 2009 02:52 AM

it’s true that people are engaging with social media more than ever. But spamming is very bad... I just hate it...... keep posting. Will be visiting back soon.
(r4 revolution)

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In Blogspotting Senior Writer Stephen Baker and Associate Editor Heather Green take a look at how cutting-edge technologies are changing business and society. Whether its blogs or wikis, data crunching or data targeting, technology’s advances are reshaping the world that we live in.

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