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Direct Response Marketing

E-mail Marketing Spending Expands by Double Digits

5 Aug, 2009 Response This Week


NEW YORK – E-mail is the fastest growing direct marketing segment and its spending is forecasted to expand 18.5 percent annually for the next five years, according to a recent report by Veronis Suhler Stevenson (VSS).

The firm's annual “Communications Industry Forecast,” estimates that the total spent for E-mail will be $27.8 billion, a marked increase from the $11.9 billion spent in 2008.

VSS predicts that this year will be an exception, with an estimated 2.6-percent decline, but thereafter, it will be a consistent increase yearly. “It will be bigger than catalogs and comparable to telesales spending,” says Jim Rutherfurd, executive vice president at VSS. According to Rutherfurd, despite this year’s drop, direct marketers still have reason to feel confident.

The report suggests that the key to future advertising will be digital and targeting advertising businesses.

“Marketers are using targeted marketing services [tactics] in addition to or instead of traditional and brand image advertising,” Rutherfurd said. He believes total advertising spending “will be almost dead flat,” in the next five years. 

VSS predicts direct marketing, event marketing, PR, b-to-b electronic media and digital out-of-home will all grow over the next five years, while traditional media – newspapers, broadcast TV, consumer and b-to-b magazines – will shrink.


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