Market research firm, eMarketer, says that despite the problems of spam and overly aggressive filtering concerns, email in the US is growing more than ever and is expected to nearly double to 2.7 trillion by 2007.
In 2003, email hit 1.5 trillion according to the
E-mail Marketing Report, with penetration at an all-time high of 91% of internet users, aged 18-64. Internet search facilties have the second highest penetration level among internet users.
The report says that the prospects for email marketing could brighten in the near future, as online advertising continues to struggle due to the increased competition from search marketing. David Hallerman, eMarketer Senior Analyst said: “Besides email’s popularity, it’s a way for companies to get closer to their customers – at least those customers who give permission.
Hallerman added: “Research from Intelliseek shows that 66% of consumers trust email they signed up for, while 95% distrust email they did not sign up for.”
The compounded annual growth rate for email is 14.6% from 2002 to 2007 but after factoring in year to year increases in volume, the data shows that growth hit its peak in the early 2000’s and has slowed slightly since, says eMarketer.
Hallerman notes that if email is losing its effectiveness, it is mostly due to three main challenges; spam, the filters used to combat it and general inbox clutter.
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