Most Received High Volumes of ‘Junk’ and ‘Spam’ Email during Holidays

January 18, 2008

This article is included in these additional categories:

Email | Retail & E-Commerce

More than half (56.4%) of consumers say they received high volumes of “junk” from marketers (“email from companies I know but that is just not interesting to me”) – second only to “spam” (“email I never asked to receive”), which 65.7% say they received in high volumes during the holidays, according to Return Path.

Below, some of the findings of Return Path’s “Fourth Annual Holiday Email Consumer Survey.”

  • Nearly six of ten consumers (59.1%) surveyed by said the primary factor in opening and reading an email is whether they know and trust the sender.
  • That’s followed by having previously opened an email and found it valuable, at No. 2, and the subject line, at No. 3:

return-path-email-factors-for-deciding-to-open.jpg

  • Most respondents (77.9%) said they noticed an increase in email during the holiday season:
    • Some 13.0% said the amount was “overwhelming.”
    • 24.1% said the amount was higher yet “still manageable.”
  • In general, some 26% of respondents said they get 50+ or more non-personal messages each day, and  21.9% say they get 35-50 messages daily.
  • Reaction to unwanted holiday email varied:
    • Some 45.6% just deleted the emails.
    • 24.8% said they unsubscribed.
    • 22.3% said they reported the sender as a spammer.
  • In general, most email subscribers say they typically seek to first unsubscribe from unwanted email, then complain to their ISP:
    • Nearly twice as many (26.2%) say they “always” unsubscribe as those who “always” click the spam button (13.9%).
    • Just 8.4% say they “never” unsubscribe, while 28.5% say they “never” complain to the ISP.
    • Generally, the tendency is to unsubscribe (62.8%) or ignore a sender’s every email (65.2%) than to complain by clicking “this is spam/junk” (50.9%).

return-path-unwanted-email-what-actions-when-receive.jpg

About the study: The Holiday Email Survey was conducted on December 26, 2007-January 6, 2008 with members of the My View (formerly Survey Direct Live) consumer panel. The survey includes responses from 1,695 consumers, ages 18-54, in the US and Canada. A PDF of the study is available from Return Path.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This