JupiterResearch has forecast that e-mail marketing spending will grow from $1.2 billion in 2007 to $2.1 billion in 2012.
Spending on retention e-mail will more than double during that period and account for over half of total e-mail marketing spending in 2012.
Acquisition e-mail marketing will grow more somewhat more slowly, with most spending in that category going toward sponsorship (for example, ad-supported newsletters).
David Daniels, vice president and research director at JupiterResearch, said: “E-mail service providers have done a solid job of standardizing feedback loops with Internet service providers and are continuing to make needed improvements in e-mail delivery.
“This will create better opportunities for e-mail marketing, although marketers will have to work harder to remain relevant in their communications with their intended audiences.”
“The solid growth in spending on e-mail marketing is a testament to the effectiveness of the channel,” said David Schatsky, president of JupiterResearch.
“But the e-mail marketing landscape continues to evolve and marketers have to stay current with best practices to continue getting a good return on their investment.”
A recent forecast from GroupM predicted that the UK will be the first major economy where advertisers spend more online than on TV ads.
According to the GroupM forecast, UK internet adspend will overtake TV adspend in 2009. In addition, the media planner and buyer said that Sweden will this year become the first country in which advertisers spend more online than on TV (see UK Online Adspend To Overtake TV In 2009).
Media regulator Ofcom also published research in December, revealing that advertisers in the UK spend more money per person on internet advertising than any other country, at £33.
The second annual International Communications Market Report said that this is twice as much as France, Germany and Italy combined (see UK Advertisers Spend More Per Person Online Than Any Other Country).
Related Links
