E-Mail Marketing Campaigns Gain Momentum — Personalization Becomes Critical

Home Business, October, 2003

According to a recent Jupiter Research report, e-mail marketing volume is anticipated to grow at a 25 percent compound annual growth rate through 2007. Jupiter's research indicates that customer retention campaigns will dominate the volume of non-spam e-mails over the next five years, but marketers will spend more on customer acquisition e-mails through 2004.

Jupiter Research predicts that the proliferation of newsletters, combined with the overall growth of e-mail marketing, will cause consumers to ignore newsletters and spam messages in greater numbers, thereby reducing the branding and messaging effectiveness of these communication forms. “Successful e-mail marketing campaigns can no longer consist of blast messages to massive lists, but instead must directly target the...

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