Butonul de “this is spam”
Q Interactive si Marketing Sherpa au publicat in urma cu 2 zile un comunicat de presa legat de modul in care ISP-urile folosesc in mod fundamental gresit butonul “this is spam”.
Cele 2 organizatii lanseaza o invitatie ISP-urilor pentru a rezolva aceasta problema.
Q Interactive si Marketing Sherpa considera ca modul in care ISP-urile masoara reputatia unui sender cu ajutorul utilizatorilor finali este fundamental gresit, mai ales pentru ca acea reputatie este integrata in ecuatia care detarmina daca un email sa fie livrat sau nu in Inbox.
Among the most striking findings of the study is the fact that the definition of spam has effectively changed from the permission-based regulatory definition of “unsolicited commercial email” to a perception-based definition centered on consumer dissatisfaction.
Da, ISP-urile blocheaza emailurile pe care utilizatorii le spun ca nu le doresc. Pana aici nimic nu este gresit din perspectiva celor doua parti. End userii au emailuri pe care si le doresc si emailuri pe care nu si le doresc. ISP-urile au oferit acestora posibilitatea de a oferii feedback, marcand emailurile pe care nu le doresc.
Dar, asa cum este mentionat si in comunicatul de presa:
Over half of the participants, 56 percent, consider marketing messages from known senders to be spam if the message is “just not interesting to me”, while 50 percent of respondents consider “too frequent emails from companies I know” to be spam and 31 percent cite “emails that were once useful but aren’t relevant anymore”. (Respondents could select more than one answer for multiple questions in the survey.)
Aceasta ar trebui sa fie un semnal de “trezire” pentru marketeri. Abonatii care sunt enervati de numarul mare de emailuri primite sau de emailurile nerelevante, raspund apasand butonul “this is spam”…iar aceasta afecteaza reputatia senderului in fata ISP-ului, si se poate concretiza in blocarea emailurilor acestuia.
Concluziile studiului:
As an email marketing partner for many Fortune 500 brands, we constantly seek to understand email deliverability and consumers’ perception of online marketing messages,” said Matt Wise, president and chief executive officer of Q Interactive. “What this survey uncovered is a major disconnect in consumers’ understanding and use of the ‘report spam’ button, as well as consumers’ definition of spam from ‘I didn’t sign up for it’ to ‘I don’t like it’ — all of which signal that the current system of email spam filtering is a broken process.”
“Spam complaints are the primary metric that ISPs use to determine email delivery. This study shows that consumers don’t really understand how the complaint system works and that emailers don’t understand how consumers define spam,” commented Stefan Tornquist, research director, MarketingSherpa.
To address this problem, Q Interactive calls for ISPs, marketers, advertisers and publishers to come together with industry associations such as the Interactive Advertising Bureau to agree on a solution that is beneficial to consumers and all interested parties. To begin the dialogue, Q Interactive suggests two points for discussion:
– Replace the broken ‘report spam’ button with buttons that more clearly
indicate consumers’ intentions such as an ‘unsubscribe’ button and an
‘undesired’ button.
– ISPs should categorize email senders based on their practices to
identify and reward senders who follow best practices in transparency
and permission.
Posibilitatea userilor a trimite feedback ISP-urilor insemna ca a enerva 100 de persoane pentru a face o vanzare nu prea mai este o metoda efectiva de marketing si tot mai des rezulta in blocarea senderului de catre ISP-ul respectiv. End userilor le place sa ofere feedback si sa opreasca emailurile nedorite…iar ISP-urile includ in calculele lor de reputatie tot mai mult feedback-urle primite. Pentru ISP-uri mentinerea unei reputatii pe baza feedback-ului primit pare sa fie o metoda eficienta pentru a lua decizii legate de emailurile care pot trece si cele care nu …si sincer nu cred ca aceasta se va schimba in viitorul apropiat.