BtoB: Study: Many e-mail campaigns alienate customers, ignore marketing opportunities

Christopher Hosford
Story posted: March 12, 2009 – 1:35 pm EDT

New York—A large proportion of e-commerce companies employ faulty e-mail marketing practices that have the potential to aggravate their customers and sabotage subsequent targeting opportunities, according to a new study by commercial e-mail solutions company Return Path.

The Return Path study, “Increasing Revenues by Optimizing E-mailing Practices With Online Buyers,” found that 31% of e-commerce companies added customers to their e-mail lists following a purchase without first asking the customers if that was OK. read on…