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For B2C Marketing Professionals

US Email Marketing Forecast, 2009 To 2014

June 12, 2009


  • By David Daniels
  • with Vikram Sehgal,
  • Carlton A. Doty,
  • Emily Murphy,
  • Niki Scevak

Why Read This Report

Email adoption and use by consumers and businesses alike remain strong, with 153 million online adults regularly using email by 2014. Social inbox users will total 47 million in 2014, but will ultimately level off based on the blurring lines of the "traditional" versus the "social" inbox. Marketing messages to the primary inbox will swell to an average of more than 9,000 annually in 2014, with retention email making up the largest permission-based share. Email marketing spend will balloon to $2 billion in 2014 with retention email, services, and ad-sponsored acquisition newsletters all representing bright spots. Innovative marketers will rapidly adopt relevancy-empowering tactics to cut through the clutter and avoid wasting $144 million dollars in 2014 on email marketing that never reaches the intended subscriber inbox because of erroneous blocking.

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Table of Contents

  • Email Remains The Primary Online Communication Tool Despite Social Inbox Use
  • Consumers To Receive 9,000-Plus Email Marketing Messages Annually By 2014
  • Email's Overwhelming Cost-Effectiveness Will Continue To Drive Spending

  • Faced With Increased Clutter, Marketers Must Get Serious About Relevance
  • Supplemental Material
  • Related Research Documents