With increasing customer base of advertisers, more and more consumers are experiencing an over-commercial solicitation of their e-mail address. In order to more quickly sort the messages received, many have too often abuse the spam filter their mail client.

Classify a message as spam is often faster than following a procedure churn. But assimilation spam message an advertiser can have repercussions on the performance of its e-mailing campaigns.

Several causes can explain class someone asked a message as spam:

The lack of relevance of a message;

The pressure of a commercial advertiser perceived as too aggressive;

The lack of information for a recipient that he himself desired;

The lack of clarity as to the identity of the sender;

The procedure unsubscription is not visible, or not included in the e-mail sent;

The user is subscribed without realizing it, through an opt-in "exotic".

While some of these factors depend on the attitude of the recipients, most are in contrast to a lack of professionalism, honesty and even from the advertisers themselves.

The lack of procedure for example Unsubscribing is illegal. The "pre-ticking of opt-in boxes, leaving the opportunity for the user to uncheck the box, but lacks clarity. The use of the denial in an opt-in ("Check this box if you do not want to receive our offers") is much less clearly perceived by the user.

"The key is not to comply with the law on direct marketing, but to make the opt-in in the spirit of the law, ie respecting the will of the consumer, without trying to deceive ", said Guirec Tiberghien, managing director of Experian CheetahMail France.

The lack of relevance of a message or the frequency of requests for an advertiser may also be felt differently by different users. Personalized e-mails can help enhance their acceptability. It is characterized both by integrating relevant offerings for each subscriber, and measuring the responsiveness of each depending on the frequency of e-mails to the advertiser. "The e-mail should not be a channel for mass communication but a personalized dialogue," said Nikhil Sharma, Solution Architect, Nishkrant Media.