Advertisers will send 268 billion e-mail messages in 2005, 22 times the number sent in 2000, according to a new study by Jupiter Research. The Internet research company believes that the potential for ever-swelling e-mail inboxes will lead to a tier-based delivery system instead of the current free delivery of promotional messages. The evolved system, according to Jupiter, will position e-mail service providers as gate-keepers that will restrict access to consumers by charging a premium to advertisers looking to reach consumers' primary inboxes. Jupiter projects that, in the next five years, ISPs and e-mail service providers will see 5.6 billion e-mail messages cross their networks for each one million subscribers.
Copyright January 2001, Crain Communications Inc.