Study: Consumers Better at IDing Newsletters From Spam

Share this content:
Under a deluge of spam the past two years, consumers have gotten better at identifying legitimate e-mail newsletters from unwanted pitches, while also growing less forgiving of newsletters without valued information, a new study found.


In a 280-page study released yesterday, Nielsen Norman Group found that since its first report two years ago, e-mail newsletters were doing a good job of standing out from spam, thanks mostly to consumers' familiarity with spam's characteristics.


The Fremont, CA, research organization studied interactions with e-mail newsletters by consumers in 12 states and five other countries. The study was based on 101 e-mail newsletters.


Nielsen Norman found that consumers want e-mail newsletters that are informative, convenient and timely. Their top complaints were untargeted content, unsolicited newsletters and links to sites with pop-up ads. For those that do not meet their criteria, a majority of respondents said they used their spam filters as a shortcut for unsubscribing.


The use of spam-reporting buttons offered by Internet service providers as a shortcut for unsubscribing has bedeviled e-mail newsletter operators, who can find their e-mail blocked on the basis of the complaints, the report said.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above