Report spam button broken

Q Interactive and Marketing Sherpa published a press release today about how fundamentally broken the “report spam” button is. They call for ISPs to make changes to fix the problem. I think the study on recipient perceptions is useful and timely. There is an ongoing fundamental paradigm shift in how ISPs are handling email filters. ISPs are learning how to measure a senders collective reputation with end users, and, more importantly integrate that reputation into the equation used to determine how to filter and deliver incoming email.
Q Interactive and Marketing Sherpa acknowledge this change in the report:

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.

Yes, exactly. ISPs are blocking mail that their users are saying they do not want. From both an end user and an ISP perspective it is exactly what they should be doing. End users want the email they want and do not want the email they do not want. The ISPs have given the end user a way to provide feedback and make mail they do not want stop arriving.
Further, the press release says:

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.)

This should be a giant wakeup call to marketers. People who have consented to receive your mail get annoyed if you send to much to them, or send mail they’re not interested in to them, or send mail that is no longer relevant to them. Then they hit the “report spam” button. This hurts a sender’s reputation at an ISP and may result in mail being blocked or deferred by the ISPs.
This is great information for the marketer. You need to know your audience. You need to send them email at the rate they want. You need to send them email that is relevant to them. This is the same thing that myself and other email delivery experts have been hammering at over and over again: send relevant mail that your recipients want to receive. If you do this, then you will not have delivery problems.
The press release, however, comes to a different conclusion.

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.

Uh… What?
I think this is a demonstration of the disconnect between traditional marketing (telemarketing and direct mail especially) and email marketing. In traditional marketing, annoying 100 people in order to make 1 sale is an acceptable ratio. Print marketers are hard to find, recipients do not have an easy way to send negative feedback, and there are a lot of barriers to giving any feedback other than a purchase. There is no disincentive for marketers not to send so much mail that they annoy recipients. In email marketing, however, the field is not tilted so far in the marketer’s favor. Recipients, at least those at major ISPs, can provide feedback about the email marketing they receive. They have a way to communicate back to the marketer that they do not have in other forms of marketing.
This ability to provide feedback means that annoying 100 people in order to make 1 sale is no longer an effective marketing approach and, more often than not, results in blockage by an ISP. As I see it, there is zero incentive for ISPs to change this. End users like the ability to provide feedback and to make the junk in their inbox stop, even if they cannot effectively make it stop in their mailbox. In fact ISPs are including more and more feedback from the end user in their reputation calculations.
Reputation is not just about your reputation with the people at the ISPs maintaining the filters and filtering mechanisms. More and more your collective reputation with endusers affects your reputation at ISPs. For ISPs this seems to be an effective way to make delivery decisions and I do not expect it to change in the near future.
What does this mean for senders? Send relevant, timely mail that your recipients want to receive. Stop treating your recipients as a monolithic group and gambling that statistically you are going to find someone that will positively respond to an email and and start treating recipients as individuals that you are trying to communicate to directly.

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How much mail?

Yesterday I had a call with a potential new client. She told me she had a list of 4M Yahoo addresses and she wanted to mail them twice a day. Her biggest concern was that this volume would be too much for Yahoo and her mail would be block solely on volume. As we went through the conversation, she commented that this list is also being used by someone else she knows and they were getting inbox delivery at Yahoo on every mailing.
From other bits of the conversation, I suspect that these are not the only two people using this list, but I have no feel for the volume. But how much email is each person on that list receiving a day?
I have a current client who is in a similar field to the above potential client. I signed up for their list back in December. Since then I have received 1728 emails to the address I used on their site. 4 of those emails have actually been from my clients, the rest were stolen by a partner of theirs and sold off to all sorts of mailers. Yesterday I received 40 emails.
I just cannot see how this is a valid, long term business model. The bulk of these mails are advertising payday and other kinds of loans. Some of them are duplicate offers from the same senders (judged by CAN SPAM addresses) using different From: lines. The mailbox these mails are filtered into is completely useless, it has been swamped by loan offers. I cannot imagine that anyone, even someone looking for a loan, is receptive to this much email. The only thing I can figure is that the mailers believe that if their email is the one at the top of the mailbox at the exact moment the recipient gets most desperate for money in their bank account tomorrow they will make the sale and get paid.
This model is going to be less and less viable as time goes on.
On the permission level, there really is no permission associated with that email address. Sure, I could call up the former client of mine who mailed that address today and challenge them to show me where they got the address and they would probably tell me they bought it from that company over there. But when I submitted my email address to my client’s site, I did not expect to receive offers for Mickey Mouse Collectible Watches. It certainly is not what I signed up for.
Not only is the permission tenuous, but ISPs are moving away from a permission based model for access to their subscribers. What they really care about now is how recipients react to email. An email marketing model based on getting as much email in front of the recipient as possible will be harder and harder to be profitable as ISPs get better at measuring how much their subscribers want email. The mailers who get good delivery are those are able to make the mail interesting, wanted and relevant to recipients.
It is difficult for me to imagine a case where you can make 2 emails a day relevant to 4 million recipients.

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