Higher E-Mail Ad Spending Hits Hurdles

• Posted: Monday, December 17, 2007
• |
• Author: pradhana
• |
• Filed under: Ad Spending, Internet Users

Subscribers wary of marketing creep.

US spending on e-mail advertising will grow to $2 billion by 2012 from $1.2 billion in 2007, according to JupiterResearch data presented at MediaPost's E-mail Insider Summit.
JupiterResearch estimated that about one-quarter of e-mail delivered to users' main inboxes is now opt-in.

"There's less junk, but there's still as much email -- we're competing with other legitimate marketers," said David Daniels, vice president of JupiterResearch, speaking to the e-mail marketers in the audience.

JupiterResearch asked why recipients stopped subscribing to opt-in e-mails. More than one-half said the content was no longer relevant, and 40% said they were getting too many offers.

It is also getting harder for marketers to figure out which e-mail address to use. Nearly two-thirds of US Internet users have three or more active e-mail addresses, according to a November 2006 Bluestreak-commissioned study conducted by ROI Research.

Read more - eMarketer

• Permalink
• RSS 2.0
• 
• 
• 
• 
•