More than 10 years since e-mail became a viable sales-and-marketing channel, many of the best-known marketers in the U.S. handle opt-outs poorly, according to a study released today by deliverability firm Return Path.
Granted, the study was of just 45 companies, but it was of 45 mostly household names, such as Wal-Mart, Staples, Sears, Disney, the New York Times, Kraft, Fisher Price, BMW, Expedia, Hertz and Marriott.
According to Return Path, 20% of those surveyed sent more e-mail after acknowledging the unsubscribe, which is not against the law, but does have the potential to tarnish the companies
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