Email marketing techniques are losing ground and spam is to blame, experts from multinational firms have declared at a conference.

According to marketing executives who spoke at MediaPost’s Email Insider Summit in the United States, big firms are worried about the decline in effectiveness of email.

“It’s not working quite as well as it used to and the trend is a little disturbing,” Denis McGrath, interactive marketing manager for Procter & Gamble, told MediaPost.

“We were doing better a couple years ago. The smart marketers have got to be asking: ‘What’s it going to be in the future?'”

In particular, it is consumers reporting marketing messages as spam which can cause big problems, as it means that servers will start to automatically filter out and block emails from certain senders.

Syd Jones, senior manager of worldwide demand generation and emarketing for IBM, added that many businesses were also no longer entered email addresses on forms, fearing they will receive business-to-business spam.

Additionally, senior executives were said to have failed to appreciate proper customer research before sending messages, leading to a decline in the impact of emails when they are received.ADNFCR-8000151-ID-18001515-ADNFCR

Related Topics: General Marketing