Spending on Email Marketing to Top $2 Billion by 2012
Consumer Experience of Spam Levels Off, Says JupterResearch
Monday, 07 January 2008

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, projects that email marketing spending will grow from $1.2 billion in 2007 to $2.1 billion in 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 somewhat more slowly, with most spending in that category going toward sponsorship (for example, ad-supported newsletters).

These figures are presented in a new JupiterResearch report, “US Email Marketing Forecast, 2007 to 2012.” The report also addresses the future of spam, finding that while spam volumes will continue to rise, the volume of spam messages reaching consumers will remain flat over the next few years as a consequence of continued efforts by Internet service providers (ISPs) to battle senders and use progressive tactics to block billions of messages daily.

“Email service providers have done a solid job of standardizing feedback loops with Internet service providers and are continuing to make needed improvements in email delivery,” said David Daniels, Vice President and Research Director at JupiterResearch. “This will create better opportunities for email 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 rely on enhanced email application features and strategic services, benefiting full-service agencies and self-service technology providers alike. JupiterResearch will be releasing its email service provider (ESP) buyer's guide in the next 30 days. The report evaluates and rates the major vendors in this space.

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

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