Disadvantages of E-mail Marketing

A report issued by the e-mail services company Return Path, as of mid-2008 e-mail deliverability is still an issue for legitimate marketers. According to the report, legitimate e-mail servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered.

Companies considering the use of an e-mail marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider's acceptable use policy.

Many email processing companies, like Constant Contact and Infusionsoft, require that list used have been pre-qualified and have not been merely purchased on the open market.  This can be handled through Opt-In programs, but this reduces the number of deliverable emails.

Other legitimate companies exist who are in the business to send out emails to purchased lists, but many of these would be categorized as spaming Companies.

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