E-Mail Marketing, June 2004

Published by: eMarketer

Published: Jun. 1, 2004 - 143 Pages

Table of Contents

Methodology

The eMarketer Difference

The Benefits of eMarketer’s Aggregation Approach

“Benchmarking” and Projections

I Tribulations, Challenges & Opportunities

A. Why E-Mail? (Why Not!)

Why Not (E-Mail)?

II The E-Mail Universe:Volume, Types and Usage

A. E-Mail Volume & Types

Types of Commercial E-Mail

B. How Individuals Use E-Mail & How Companies Manage It

Managing E-Mail Marketing

III Advertising & Marketing, Spending & Revenues

A. E-Mail Marketing (and Its Place In Online Budgets)

B. Profitability Factors

IV E-Mail’s Marketing Strengths

A. How E-Mail Helps Overall Marketing

B.Ways to Increase E-Mail Marketing Effectiveness

Cross-Channel Marketing

C. The Value of Permission & In-House Lists

Building & Keeping Good Lists

The Price of Privacy

D. Measuring Results: Delivery, Open, Click, and Other Rates

V Spam, Spam, Spam, Spam

A. The Costs of Spam

Spam and the At-Work Audience

B. The Spam Flood…Abating?

C. Spam: The E-Mail People Love to Hate

D. Dealing with Spam

Filtering the Chatter

The Costs of Filtering

E. Effects of the Can-Spam Act, Plus Potential Laws Ahead 127

Index of Charts

Abstract

Attention: Internet Service Providers, Online Retailers, Marketers, Advertisers and Any Business with Customers.

The E-Mail Marketing report analyzes the evolving attitudes toward e-mail, both by the users and recipients of e-mail messages and e-mail marketers. Everyone has an opinion -- and the opinions are changing fast. The one thing no one argues about is that e-mail is everywhere. Almost everyone uses it.

In the US alone, 88% of adult Internet users have personal e-mail accounts. Further, 46% of them have e-mail access at work. Added together, eMarketer estimates that 147 million people across the country use e-mail, almost every day.

A Pew Internet & American Life Project survey found that 91% of Internet users between the ages of 18 and 64 send or read e-mail, and an even higher number of users ages 65 or older do the same. The only other activity to even approach e-mail's popularity is using a search engine to find information.

Unfortunately, a few spammers are abusing e-mail and everyone is affected.

The E-Mail Marketing Report Addresses These Critical Issues:

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.