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	April 14, 2009 The Resilience Of Email Marketing In Tough Times by David Daniels with Carlton A. Doty, Doug Williams, Emily Murphy

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Executive Summary

Consumers tell us that the economic downturn will influence their spending on SMS text plans and cell phone and landline usage but not Internet access fees, which will drive low-cost forms of online communication, including email. Consumers communicating on social networks instead of email are more likely to reduce their online spending than those who communicate via email. Furthermore, data from the JupiterResearch Economic Downturn Online Consumer Survey, Q4 2008, indicates that email is resilient in this recession as the channel still inspired 41% of consumers to make at least one online purchase. Additionally, consumer attitudes demonstrate that they are now more likely to respond to ads with coupons and sign up for email promotions than they were when the economy was strong.

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