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Direct Response Marketing

Marketing E-mails to Double in Five Years

18 Jun, 2009 Response This Week

NEW YORK – According to a study by Forrester Research, consumers will receive more than 9,000 E-mail marketing messages a year by 2014, or 25 messages a day, reports That number is a significant increase from the 10 to 12 messages consumers get daily in 2009.

In five years, spending on E-mail marketing is expected to reach $2 billion, nearly double its projected 2009 spending of $1.2 billion. The report, which surveyed 286 E-mail marketers in the United States and 3,730 online consumers in the United States, predict that marketers will waste $144 million on E-messages that never reach their primary target.

“There is certainly increased clutter,” says David Daniels, vice president and principal analyst at Forrester Research. “And marketers are beginning to realize that in the face of all that clutter, they have to be more targeted and relevant.”

A majority of 18-21 year olds said they prefer social communications over E-mail as their primary communications tool, and 22 percent of adults prefer social communications.

Daniels believes that social networks have become an integral piece of marketing today and that those doing E-mail marketing only should look into this important channel.

Daniels also recommends shrinking down lists because bigger is not always better when you’re seeking relevance. “You may need to remove people from your list or mail to smaller segments rather than do massive blasts,” he says.

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