Spending on email marketing in the US will balloon to $2 billion by 2014 – a nearly 11% compound annual growth rate – according to a new forecast by Forrester Research.
Falling cost per thousands, a high return on investment, and growing consumer use of social email accounts will fuel the use of email by Direct Marketing professionals, said Forrester.
David Daniels, Forrester Research vice president and principal analyst, said: “By 2014 direct marketers will waste $144 million on emails that never reach their primary target.
“Successful Direct Marketing pros will alter their tactics to overcome inbox clutter and increase relevancy.”
He added: “The use of email in social networks will be one of the biggest challenges for direct marketers.
“Over the next five years, marketers must bridge the gap between social and traditional inboxes with social sharing tools.”
Earlier this year, research from Ball State University, the Email Marketer’s Club and ExactTarget revealed that a record number of US email marketers are planning to bridge the gap between online social networks and their email marketing campaigns this year (see US social email campaigns to increase nearly 400% in 2009).
Elsewhere, a new report from media analyst Screen Digest predicted that online advertising will fall 5% in 2009 (see US online advertising forecast to fall 5% in 2009).
