The majority of marketers in India are in favour of a code of conduct to tackle to growing issue of email spam, according to new research.
Octane.in, an email service provider and creator of India’s first on-demand multi-channel marketing campaigns platform, has commissioned their second annual research report to help guide India marketers as they look to boost their return on investment in 2012 by linking their email marketing efforts to social media.
The report, produced by Octane Research, is entitled “ Designedfor Growth-India e-Marketing Outlook 2012”.
Key Findings (2010-2012):
1. Social media initiatives are gaining momentum and Email continues to be the most effective marketing channel. Social Media (68.8%) and Email Marketing (53.1%) emerge as the top 2 online marketing initiatives that will see an increase in marketing investments in 2012, as compared to 2011.
2. Majority of India marketers (36%) wanted a code of conduct by an industry body like IAMAI while 31.5% of participants who believe stronger anti-spam laws in India like CAN-SPAM would curb the SPAM campaigns.
3. As a direct result of the TRAI directive on usage of SMS for promotional messages, approximately 35.3% of our respondents plan to increase their budgets towards email marketing by more than 11% in 2012.
4. A high number of India marketers (62%) feel that the Email and SMS marketing programs are effective in meeting agreed goals.
5. Reaching the Inbox (and not the Junk/Spam folder), increasing ROI and building Subscribers list are seen to be the top 3 challenges for the last two successive years.
6. In 2011, we see a 6% increase of dependency on email service providers or ESPs (like Octane) to provide assured inbox delivery of email messages (25.5% respondents in 2011 vs 19.2% in 2010). We observe a decline in the role of IT in ensuring inbox deliverability over the last year.