NCorp claims opt-in e-mail marketing is costing UK businesses GBP304m per year

Internet Business News, Nov 19, 2003

INTERNET BUSINESS NEWS-(C)1995-2003 M2 COMMUNICATIONS LTD

A survey conducted by customer profiling software supplier NCorp has found that the majority of UK companies are sending out irrelevant and inappropriate marketing e-mails.

The company has named this form of opt-in marketing '2nd degree spam' and claims that it is costing businesses GBP304m each year in lost productivity from over 0.5m lost man hours per week. Other results show that an average business with 1,000 employees would have to employ three full time workers to read and filter out all of the 2nd degree spam over the course of a year and just 20.2% of opt-in e-mails contain content that is tailored towards a recipient's preferences and interests.

The survey questioned 500 UK businesses about their experience of opt-in marketing e-mails.

((Comments on this story may be sent to info@m2.com))