Report

August 2001

• Marketers typically send 3 million emails a month.
• Two-thirds plan to manage email internally by 2003.

• Email conversations will cut through inbox clutter and temper growth to 939 billion emails by 2006.
• Conversations make email effective for acquisition.
• Marketers will spend $6.8 billion on email services by 2006.

• Marketers should support email regulations.
• Service providers should teach their clients about email conversations.

• Ad agencies specialize by persona.

• Figure 1.  Marketers Prefer Email For Retention Over Acquisition
• Figure 2.  Marketers Will Adjust Message Formats And Outsourcing
• Figure 3.  Email Becomes A Nuisance -- Not A Benefit -- For Consumers
• Figure 4.  Email Conversations Require New Skills
• Figure 5.  Acquisition Email Costs More Than Other Marketing
• Figure 6.  Service Providers Can Help Create Conversations
• Figure 7.  Forecast: US Email Marketing Services, 2001 To 2006

 

• Methodology
• Online Resources
• Companies Interviewed For This Report
• Related Research

• A lot of flash, but not much action.
• Who wants more spam?
• High on email.