A recent survey by market research firm Ipsos for e-mail consultant Habeas points out that end users are finding new ways to avoid spam and unwanted e-commerce e-mails. According to the study, over 50% of users maintain three different e-mail addresses. In addition, 81% do not forward e-mails from one address to another, keeping the mailboxes distinct. Half of the respondents with multiple e-mails said that they maintained multiple accounts to avoid unwanted e-mails.
As reported in an article in Network World “Consumers deal with ‘e-mail insecurity factor’”, 12/4/07) , the survey found that users “create one for work, another for friends, family and trusted brands, and one for signing up for online offers and lists.”
As companies depend more and more on e-mail marketing, customers are increasingly finding ways to avoid their urgent communications. As the CEO of Habeas is quoted as saying “It’s easy for an enterprise to run afoul of consumer willingness to engage in a dialogue.”
Over the last ten years, one of the big stories has been the growth of e-mail as a marketing strategy. Over the next ten, the avoidance of e-mail will become as big.