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Are British Companies Abusing Email Marketing?

Most of us are aware that email is potentially a good source of additional revenue for many businesses. I receive plenty every day into my personal email account – so much so that it can be difficult getting to the important emails that come from family and friends.

According to research by a company called Spam Ratings, over 50% of companies they looked at are using automatic opt in forms to add more customers to their email lists. This basically means they have a small box which sometimes goes unnoticed at the bottom of any form a customer fills out – perhaps when they place an order for example. If the customer does not uncheck the box they will receive marketing emails in the future.

This goes against the best practice ideas that have been set out in the past. Ideally a company should leave it to the customer to check the box if they want to receive the emails, and leave it blank if they do not. But less than half of companies are doing this.

I’ve come across lots of smaller businesses that are just starting to get to grips with using email marketing to help give their business a boost. But it’s a shame to see so many big companies – household names as well – trying to lift their marketing figures by opting people in. This effectively penalises them if they don’t notice that they are marked down to receive the emails in future.

If you have a business of any kind you can contact us at St Matthew for accountancy advice of all kinds. All advice is given confidentially and you may contact us through our website.




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