Annual spending by U.S. small businesses on localised e-mail marketing will exceed $2.2 billion by 2005, according to The Kelsey Group. Recent research from the group indicates that 42% of small businesses will use e-mail for some form of marketing by 2005, with promotional coupons emerging as the most popular method.
In a new white paper titled, “Hitting the Target: Local E-Mail Marketing,” The Kelsey Group looks at how small businesses use e-mail to deliver geographically targeted promotional messages, newsletters and promotional coupons, to recruit new customers, support customer loyalty programs and, ultimately, drive foot traffic to local business establishments.
“E-mail is a global marketing vehicle that is poised to have great impact on small businesses at the local level,” said Daniel N. Miller, senior vice president of The Kelsey Group’s Marketing & Media Group. “Online powerhouses like Verizon and Microsoft stand ready to offer simple, effective and affordable solutions from firms like Roving Software, EverSave and others. The result will be double digit growth in each of the next five years.”
