E-mail marketing spending will grow to $1.1 billion in 2010 from $885 million last year, a compounded annual rate of 4.5%, according to a new report from Jupiter Research. During the same period, the volume of spam messages per consumer will drop 13% annually to 1,640 pieces of spam from 3,253 pieces, Jupiter said.

Jupiter also found that e-mail delivery rates have stabilized at an average 88% and are expected to surpass 90% over the next few years. By 2010, the cost of incorrectly blocked e-mail will drop to $92 million from a high of $107 million this year.

“The next five years will see a more organized e-mail marketing arena,” said David Schatsky, senior vice president of research. “Delivery rates will rise because of marketers’ efforts to improve list management practices. And the greater control by ISPs over spam will mean a lot less waste.”

» top    » back