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JupiterResearch: E-mail marketing spending to reach $6.1B by 2008

Published on .

New York--Despite the rising problem of spam and the increasing presence of e-mail filters at corporations, JupiterResearch, a division of Jupitermedia Corp., announced Wednesday that spending on e-mail marketing in the U.S. will continue apace, rising from $2.1 billion in 2003 to $6.1 billion in 2008.

The report finds three critical factors driving the market: the cost reductions of e-mail marketing, the growth of sponsored and acquisition e-mail campaigns and the ever-increasing challenges presented by spam.

The report found that customer retention e-mail campaigns accounted for the greatest share of non-spam e-mail marketing spending. Spending on retention is driven by the dramatic cost effectiveness of e-mail as compared with postal direct mail. Acquisition e-mail marketing in the U.S. is also recovering and will climb steadily from $720 million in 2003 to $1.8 billion in 2008, Jupiter said.

--Sean Callahan

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