U.S. E-mail Marketing Spending to Reach $2 Billion in 2014
Falling cost per thousand, a high return on investment and growing consumer use of social e-mail accounts will fuel the use of e-mail by direct marketing professionals, the report found.
In five years, according to the report, consumers will be deluged with more than 9,000 e-mail marketing messages annually. What's more, by 2014, direct marketers will spend $144 million on e-mails that never reach their primary targets.
The report notes some of the growth areas shaping the future of e-mail marketing. They include the following:
- retention e-mail, or e-mail that recipients have blessed with their permission, will continue to replace paper communications and will make up the largest share of marketing messages;
- retention e-mails will account for more than one-third of all marketing messages in consumers’ inboxes by 2014, representing increased competition for marketers;
- while the bulk of the market will continue to deploy e-mail marketing on a self-service basis, the growing complexity associated with data integration and new tactics to increase relevancy will drive healthy growth in the use of e-mail service providers; and
- spending on ad-sponsored or ad-supported e-newsletters will double over the next five years as traditional print publishers deal with falling circulation and ad revenue.