Two-Click Survey Results: Should the eec reassert the true definition of spam?

The answer…
95% –> Yes, the eec should start a campaign to differentiate between spam and permission-based emails that are no longer wanted.
5% –> No, the eec shouldn’t get involved and focus its efforts elsewhere.

Now that that’s settled, we need your ideas on how we can build an awareness campaign to differentiate between spam and email that’s no longer wanted, and can lobby the ISPs for the adoption of unsubscribe buttons. Clearly we already have some ideas, but we need more, much more. Since we’re all marketers, I suspect that you have some killer ideas. So please share them, either here or you can contact me directly at

Also, visit the eec homepage to answer the latest Two-Click Survey question:
How much do you segment your emails?

–>See more Two-Click Survey Results

One thought on “Two-Click Survey Results: Should the eec reassert the true definition of spam?

  1. I agree that the industry needs to assist consumers in differentiating between spam and unwanted email, and ISPs clearly could play a role in promoting awareness. Lobbying the ISPs to include an unsubscribe link may prove frustrating, however, because of the technical, practical, and motivational complexities inherent in providing such an option to consumers. The task of consumer education more likely depends on a collaborative effort, by marketers and ESPs, that encourages all email senders to adhere to professional standards that both influence consumer behavior, and easily align with known consumer preferences.

    Hotmail is already providing an unsubscribe button to their users in certain situations, but ISPs do not generally have an incentive to do this unless they have a fairly good idea that their customer opted in to receive the communication in the first place (Hotmail requires the sender’s email address to be in the recipient’s address book in order for the link to display.)

    In addition, any unsubscribe button provided by an ISP must either block future emails from a specific sender (which complicates re-subscribing should the customer inadvertently unsubscribe) or take advantage of unsubscribe information in the email header, which effectively clicks the unsubscribe link that’s already in the body of the email (this limits the use of the ISP’s link to emails sent from ESPs who provide such header information for their customers, and provides no protection from dubious opt-out links in spam emails).

    Consumers are practically faced with the same question no matter which unsubscribe link is presented: Do I know and trust this email? Working with ISPs to help consumers identify trustworthy emails through education and better authentication technology might be a preferable approach that will encourage consumers to trust unsubscribe links associated with legitimate email, while preserving a straightforward ability to report unsolicited commercial email as spam.

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