By: Ann M. Mack
(Adweek IQ) E-mail marketing revenue in the U.S. is expected to rise to $6.1 billion in 2008 from last year’s $2.1 billion, according to a study released by Jupitermedia’s JupiterResearch.
Retention programs will continue to claim the lion’s share of legitimate e-mail marketing dollars, the report found, driven largely by the cost efficiencies of communicating with existing customers digitally versus postal mail. Acquisition e-mail marketing, meanwhile, is expected to climb steadily from $720 million in 2003 to $1.8 billion in 2008.
JupiterResearch in New York also projected that the average U.S. online consumer will receive 6,395 unwanted commercial e-mail messages in 2008, up from 3,920 last year.