A recent report by JupiterResearch indicates that e-mail marketing spending will grow from $1.2 billion in 2007 to $2.1 billion in 2012. Spending on retention e-mail will more than double during that period and account for over half of total e-mail marketing spending in 2012. Acquisition e-mail marketing will grow more somewhat more slowly, with most spending in that category going toward sponsorship (for example, ad-supported newsletters).
“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.”
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 billons of messages daily.
Embracing targeted e-mail tactics, marketers will increasingly rely on enhanced e-mail application features and strategic services, benefiting full-service agencies and self-service technology providers alike.
