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ESPC Survey Results

Posted on 3.26.2007
Email Sender and Provider Coalition (ESPC), along with market research firm Ipsos Insight, conducted a survey of over 2,200 US Internet users that reveal behaviors and views toward spam, unsubscribe features and anti-spam technology. The full results will be announced next week but the results reveal some important insights into the state of the industry and the needs of consumers. While the top U.S. Internet Service Providers (AOL, MSN/Hotmail, Yahoo!, Lycos, Excite, Gmail, Netscape and Compuserve) are on the right track, they are not yet fully meeting the needs and desires of today's consumers.
 
Key statistics from the study include:
  • 80% of respondents delete or report messages as spam without opening the actual message
  • 73% base the decision on the FROM field
  • 69% base the decision on the content of SUBJECT line
  • 90% indicated that they would appreciate having an UNSUBSCRIBE button
  • 80% also want access to a REPORT FRAUD button; and
  • More than half of respondents (53%) would be more likely to open and read an email with a certification symbol
  • 1/3 indicated that they were unsure if this would influence their opening or reading a message, showing a greater need for consumer education on certification



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