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Consumers see no difference between legitimate marketing emails and spam, says research.

According to a survey by market research company TNS of 2,013 adults, more than half (52 per cent) do not differentiate between legitimate marketing and unsolicited bulk email.

Some 59 per cent of consumers demand tougher legislation on email marketing to help bring the situation under control.

CEO of technology consultant Kognitio, Roger Llewellyn, says: ‘If marketing becomes increasingly conflated with spam, then consumers will become even more alienated and companies will have to deal with that dissatisfaction.’

It is possible for companies to use email responsibly, adds Llewellyn.

‘Reputable companies should keep their email marketing focused, concise and transparent. If they don’t do this, and if their customers increasingly lump all email marketing in the junk box with spam, then the companies have nobody to blame but themselves.’

Click here to read the smallbusiness.co.uk guide to email marketing.

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