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… StoneShot surveys marketing specialists and email users at this year’s Technology for Marketing event …

StoneShot Ltd, a provider of services that enable businesses to create, deliver and track email communications, has discovered that over half of those surveyed do not trust companies enough to give them their real email addresses.

Of 100 people surveyed at this year’s Technology for Marketing Event, well over half (58 per cent) admitted that they had deliberately given the wrong address to businesses that had requested it as part of their marketing and sales process, including in online forms for downloads, events and registration.

“Businesses often focus on building their lists,” said Gavin John, CEO of StoneShot. “If they want to ensure they have a good quality list, though, they need to start by creating useful and entertaining content that customers and prospects will choose to receive. People don’t surrender their email address lightly, so businesses must ensure they are able to offer something equally valuable in return for it.”

With such a high proportion of those surveyed giving out fake addresses, it is important for companies to track bounced emails. “Many businesses ignore bounces, and so don’t know which of the addresses in their list are legitimate,” said Gavin John. “Those businesses that generate a lot of bounced messages through their email campaigns risk blacklisting by ISPs.”

Gavin John continued: “Many businesses still think the secret to email marketing is to collect as many names as possible instead of using email to send a targeted, relevant and meaningful communication. Companies that want to use email successfully will need an understanding of how to create compelling content, how to ensure it is not blocked by overzealous spam filters and an understanding of what customers want.”

A further eight per cent of respondents said that they didn’t give their email address out if they thought it was going to be used for marketing or sales purposes. Only a third (34 per cent) said that they gave the correct email address.

“This is why efficient tracking of email communications is vital,” concluded Gavin John. “Companies spend so much time thinking of ways to capture prospect and employee data and then don’t plan and manage their communications effectively. Tracking emails is a straightforward process, allowing businesses to see which emails are delivered, opened and all clickthroughs – there are no excuses for continuing to email prospects or customers who are not interested in your communications.”

About StoneShot

StoneShot is a leading provider of emarketing software and services to the technology and financial services sectors. Its browser-based One and Fusion products offer an easy way to manage email campaigns backed by expert planning, creative, production, execution, and reporting services. StoneShot also offers complementary vertical applications for data management, form integration and dynamic content.

StoneShot’s clients include Allianz Dresdner, Framlington, Morgan Stanley, PeopleSoft, QinetiQ and Skandia. The company has also developed strategic partnerships with full service marketing agencies.

StoneShot was established in 2001 and is headquartered in the UK.
Hazel Butters/Sean McManus
Prompt Communications for StoneShot
+44 (0)20 8996 1653 / +44(0)7780 687813 /

This press release was distributed by ResponseSource Press Release Wire on behalf of Prompt Communications Ltd in the following categories: Consumer Technology, Computing & Telecoms, for more information visit