Peter De Legge

By Noelle Skodzinski There's online shopping. Retail shopping. Catalog shopping. Outlet shopping. And now there's what you might call "e-mail shopping"—purchasing in response to an e-mail marketing effort. And despite reputable marketers' names being dragged through the mud in many anti-spam circles, consumers are responding to legitimate e-mail marketing efforts: This market now accounts for at least $7.1 billion in sales annually, according to results of a study by the Direct Marketing Association (DMA). As a point of reference, the popular video game industry topped $7 billion in sales (online and offline) just last year, so says the Entertainment Software Association.

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