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BtoB

Jupiter finds deliverability top concern of e-mail marketers

Published on .

Redwood City, Calif.--E-mail marketers say they are more concerned about deliverability issues--e-mail filter technology, ISP blocking practices and blacklisting--than they are about anti-spam legislation, according to a new study by Jupiter Research.

Thirty-one percent of e-mail marketers surveyed said blacklists and spam filters were their biggest concern; 22% cited bounces and e-mail address changes. Only 8% cited anti-spam legislation as their biggest concern.

"While the focus publicly has shifted to legislation and the courts, e-mail marketers on the ground are concerned about activities by those who control the pipes," said David Sousa, CEO of EmailLabs, an e-mail automation company that sponsored the Jupiter study.

--Carol Krol

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