Thursday, January 10, 2008

E-Mail Marketing: $2.1 Billion in 2012

Great little snippet on email marketing from DM Confidential.
by Jason Hahn

According to a recent JupiterResearch report, e-mail marketing spending will grow from $1.2 billion in 2007 to $2.1 billion in 2012.

Spending on retention e-mail efforts will more than double during that time period and will make up more than half of all e-mail marketing spending in 2012, while acquisition e-mail marketing will grow at a slower pace.

The report, titled “US E-mail Marketing Forecast, 2007 to 2012,” also touched upon what is expected for spam volume in the coming years. While spam volumes will grow, consumers may not notice any increase thanks to efforts by Internet Service Providers (ISPs) to ensure that these messages do not reach consumers.

David Daniels, Vice President and Research Director at JupiterResearch, lauds e-mail service providers for their efforts to give feedback to ISPs in order to improve the e-mail delivery process, and notes that this will “create better opportunities for e-mail marketing, although marketers will have to work harder to remain relevant in their communications with their intended audiences.”

This lends further evidence to support e-mail marketing’s steady and important value.


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