By the year 2014, a typical email user will get more than 9,000 email marketing messages a year, which amounts to 25 messages per person per day -? double the average of 10 to 12 they cuirrently receive, according to a new report from Forrester Research, reports MarketingVOX (via Advertising Age).?
As a result, email marketing spending will rise to $2 billion in 2014? – nearly double the projected spend of $1.2 billion for 2009, Forrester said.
A separate study by Borrell Associates confirmed email and online coupons will enjoy increased use at the expense of direct marketing, in part because email is faster, less costly, easier to execute and to track than traditional creative.
Despite these boons, marketers will spend $144 million on email messages that never reach their targets because of poor deliverability practices, coupled with ISPs that occasionally filter good messages into spam folders.
Reaching inboxes also poses problems, mainly because email clutter has increased significantly. In 2007, B2C marketers sent three million emails a month on average, according to VP/principal analyst David Daniels of Forrester. Today, they send approximately 10 million.
“Marketers are beginning to realize that in the face of all that clutter they have to be more targeted and relevant,” said Daniels, who also presented salvation for marketers seeking to step out of the din: Most 18- to 24-year-olds prefer social media over email as a primary communications tool, coupled with 22% of adults.
“Using things like shared social content so the user can take a piece of the message and share it on their social networks is an important tactic for marketers to be trying now,” Daniels said, adding that marketers also acquaint themselves with Twitter. “We are seeing many of the e-mail service providers launching features around this so that they can manage a Twitter feed like it’s a marketing campaign within the application,” he added.
Finally, Daniels suggested beefing up internal support – as opposed to the one or two people that usually compose email marketing departments – as well as to mail to smaller, more targeted segments to users as opposed to en masse.
About the study: Forrester’s report surveyed 286 email marketers in the US and 3,730 US online consumers.