The approximate two per cent response rate aimed for by companies employing direct mail marketing strategies is gargantuan compared to the luck had by spammers.
This conclusion is drawn by researchers from the University of California Berkeley and University of California San Diego, who found that those who are involved in the email marketing practice of spamming only expect one lead from every 12.5 million emails sent out.
Researchers managed to infiltrate the Strom spam network, which uses hijacked home computers to target mailing lists, for a month-long period.
According to Adam Ostrow of internet news provider Mashable, the spammers still manage to make a profit.
He explained: “Since the spammers behind Storm dont actually send the malicious email from their own servers and instead use a vast network of distributed PCs that they’ve infected, the costs are basically nil. And the end products that they are selling – usually prescription drugs – pay huge referral fees.”
It is thought that for business-to-business marketing spam carries negligible weight, with firms likely to use an email filter to dispose of the messages.