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Email Marketing Spending To Hit $2.1 Billion

Spam Volumes Continue To Rise

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Email marketing spending will grow from $1.2 billion in 2007 to $2.1 billion in 2012 according to a new JupiterResearch report, "US E-mail Marketing Forecast, 2007 to 2012."

Spending on retention email will more than double during that period and account for over half of total email marketing spending in 2012. Acquisition email marketing will grow more slowly, with most spending in that category going toward sponsorship (for example ad supported newsletters).

The report also looked at the future of spam and predicts spam volumes will continue to rise, but the volume of spam messages reaching consumers will remain flat over the next few years because of continued efforts by Internet service providers (ISPs) to fight senders and use progressive tactics to block billions of messages daily.

David Daniels - Vice President and Research Director

"E-mail service providers have done a solid job of standardizing feedback loops with Internet service providers and are continuing to make needed improvements in e-mail delivery," said David Daniels, Vice President and Research Director at JupiterResearch.

"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."

Embracing targeted email tactics, marketers will increasingly turn to enhanced email application features and strategic services benefiting both full-service agencies and self service- technology providers.

"The solid growth in spending on e-mail marketing is a testament to the effectiveness of the channel," said David Schatsky, President of JupiterResearch. "But the e-mail marketing landscape continues to evolve and marketers have to stay current with best practices to continue getting a good return on their investment."

 

Email Marketing Spending To Hit $2.1 Billion
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