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eMail is the most popular online activity among internet users, both at home and at work. This creates a prime marketing opportunity, for both large and small businesses. Marketers can use e-mail to “get in front of” customers and prospects in a more concrete and forceful way. Where is this vehicle going and how can you reap the benefits? The new eMail Marketing Report answers these questions and more.
Topics covered in the eMail Marketing Report include:
The eMail Marketing Report presents the numbers in comparative charts showing you figures from leading research firms worldwide, so you get an unbiased look at the numbers before you make your next strategic marketing plan.
eMail Marketing is ubiquitous, accessible, cost effective, quick and a key driver in today’s ever changing market. Business strategists, marketing executives and corporate decision makers need a single resource providing full access to data and statistics on this growing medium. Anyone looking for the most insightful and accurate information on how to utilize e-mail to reach their prime targets needs the eMail Marketing Report.
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| Methodology | 7 |
| I Overview | 9 |
| A. What Is eMail Marketing? | 10 |
| B. Why Is eMail Marketing Effective? | 10 |
| II Market Revenues | 27 |
| A. Total Revenues | 28 |
| B. eMail Advertising Revenues | 29 |
| C. Other Revenues | 33 |
| III Corporate Penetration | 39 |
| IV eMail Users | 47 |
| A. Number and Growth of eMail Users | 48 |
| B. Number and Growth of eMail Boxes | 51 |
| C. User Profile | 55 |
| V eMail Volume | 77 |
| A. Total eMail Volume | 78 |
| B. Permission eMail | 80 |
| C. Spam | 84 |
| D. Volume per User | 86 |
| E. eMail Overload | 91 |
| VI Techniques & Strategies | 95 |
| A. Introduction: Objectives before Tactics | 96 |
| B. Customer Relationship eMail | 100 |
| C. Unsolicited Commercial eMail | 101 |
| D. Permission Marketing | 105 |
| E. Opt-In vs. Opt-Out | 107 |
| F. Outsourcing eMail Marketing Services | 110 |
| G. Opt-In eMailing Lists | 111 |
| H. Incentive-Based Programs | 112 |
| I. Presentation Formats: Text vs. HTML | 113 |
| J. Frequency and Timing of eMail Campaigns | 118 |
| K. Viral Marketing | 120 |
| L. Personalization | 122 |
| M. Integrating eMail within Marketing/Media Mix | 132 |
| N. eMail Newsletters | 133 |
| O. Rich Media/Enhanced Features | 136 |
| P. Wireless eMail | 137 |
| Index of Charts | 141 |
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| I. Overview 9 |
| A. What Is eMail Marketing? 10 |
| B. Why Is eMail Marketing Effective? 10 |
| - eMail Is Ubiquitous 10 |
| - Push Beats Pull 11 |
| - eMail Cuts Costs 11 |
| - Average Cost per Message in the US, 2001 11 |
| - Direct Marketing Cost per Piece in the US, 1999 12 |
| - eMail CPM and Banner Ad CPM Rates, 2001 12 |
| - CPM Rates for eMail Marketing Ad Networks, 1999-2001 13 |
| - eZine eMail Marketing Spending, 2001 13 |
| - eMail Marketing Ad Network Payment Options in the US, 2001 (as a percent of payment type) 13 |
| - eMail Offers Short Time to Market 13 |
| - eMail Drives Site Traffic 14 |
| - How Internet Users Discover New Websites, 1999 14 |
| - eMail Strengthens Your Brand 15 |
| - Brand Value = Customer Relationship 15 |
| - eMail Offers Higher Click-Through/Direct-Response Rates 15 |
| - Mail and Banner Ad Click-Through Rates (CTR), 2001 16 |
| - eMail Marketing Ad Network CTR, 2000 16 |
| - Comparative Estimates: Average Opt-In eMail and Banner Ad Click-Through Rates in the US, 2001 17 |
| - Comparative Estimates: Average Click-Through Rate of eMail Advertising, 2001 18 |
| - Comparative Estimates: Click-Through Rates, by List and Media Type, 2000 18 |
| - US Open Rate of HTML Messages by Acquisition vs. Retention, 1999 19 |
| - eMail Marketing Click-Through Rates in the US, by Audience, 1999 19 |
| - Click-Through Rates of eMail Messages in the US, by Campaign Objective, 1999 19 |
| - Response Rates and CPMs of eMail Media, 2000 20 |
| - eMail Creates Sales 20 |
| - eMail Click-Through and Conversion Rates in the US, by Campaign Goal,1999 21 |
| - US Conversion Rates for Sales by Retention and Acquisition, 1999 21 |
| - Comparative Estimates: US eMail Marketing Conversion Rates, 1999 22 |
| - How Often Online Shoppers Say eAdvertisements Trigger a Purchase, 2000 22 |
| - eMail Offers Targeting 23 |
| - eMail Is Measurable 23 |
| - Online Advertising ROI: Four Common Methods, 2001 24 |
| - US Cost Effectiveness of eMail Compared with Other Target Marketing Vehicles, 1999 25 |
| - eMail Improves Customer Relationships 26 |
| II. Market Revenues 27 |
| A. Total Revenues 28 |
| - eMail Marketing Spending in the US, 1999-2003 (in millions) 28 |
| - Comparative Estimates 28 |
| - Comparative Estimates: eMail Marketing Spending in the US, 1999-2005 (in millions) 28 |
| B. eMail Advertising Revenues 29 |
| - eMail Advertising Spending in the US, 1999-2003 (as a percent of total e-advertising spending) 29 |
| - eMail Advertising Spending in the US, 1999-2003 (in millions) 29 |
| - eMail Advertising Spending and Total eAdvertising Spending in the US, 1998-2003 (in millions) 30 |
| - eMail Advertising Spending in the US, by Category, 1999-2003 (in millions) 31 |
| - Comparative Estimates 31 |
| - Comparative Estimates: US eMail Spending on Opt-In eMail Lists forCustomer Acquisition, 2003 (in millions) 31 |
| - US eMail Acquisition Services Revenues, 1999-2004 (in millions) 31 |
| - US Spending on eMail Acquisition Services and Sponsored Newsletters, 1999-2005 32 |
| - eMail Ad Dollars in Perspective 32 |
| - US eMail Advertising and Traditional Direct Mail Spending, 2003 (in millions) 32 |
| - Comparative Estimates: eMail Cannibalization of Traditional Direct Mail Spending, by 2004 32 |
| C. Other Revenues 33 |
| - Comparative Estimates: US Permission-Based eMail Marketing Spending, by Category, 2000 (in millions) 34 |
| - Comparative Estimates: Permission-Based eMail Marketing Spending, by Category, 2003 (in millions) 34 |
| - eMail Retention Services Revenues, 1999-2004 35 |
| - eMail Acquisition and Retention Services, 1999-2004 (as a percent of total e-mail marketing service revenues) 35 |
| - eMail Retention, Sponsored and Acquisition Services, 1999-2005 (as a percent of total marketing e-mail spending) 36 |
| III. Corporate Penetration 39 |
| - Companies Sending Marketing eMail, 2001 40 |
| - Comparative Estimates: percent of US Companies Using eMail Marketing, 2000 41 |
| - Top Direct Marketing Methods, 2000 42 |
| - How US Direct Marketers Use In-House eMail Lists and Cost, 2000 42 |
| - How US Online Catalogers Use eMail, 1999 & 2000 43 |
| - Type of Sites That Send Marketing eMail, 2000 43 |
| - Customer Service Capabilities Considered Indispensable by US Companies, 2000 44 |
| - eMail Marketing Spending by US Companies, 1999 & 2004 (in thousands) 44 |
| IV. eMail Users 47 |
| A. Number and Growth of eMail Users 48 |
| - US eMail Users, Aged 14+, 2001 (in millions and as a percent of adult population) 48 |
| - percent of US Online Adults Participating Monthly, 1998-Q1 2000 48 |
| - Comparative Estimates: US eMail Users, 2001 (in millions) 49 |
| - US eMail Users, Professional and Personal, 2000 49 |
| - Multiple eMail Accounts |
| - Comparative Estimates: eMail Accounts per User, 2000 51 |
| B. Number and Growth of eMail Boxes 51 |
| - eMail Boxes in the US and Worldwide, 1999 & 2000 (in millions) 51 |
| - Type of eMail Boxes Worldwide, 2000 52 |
| - US and Worldwide eMail Boxes, 2000-2005 (in millions) 52 |
| - Consumer and Business eMail Boxes, 1998-2002 (in millions) 53 |
| - US Internet Users' Reasons for Changing Their eMail Address, 2000 53 |
| - US Internet Users' Reasons for Never Changing Their eMail Address, 2000 54 |
| C. User Profile 55 |
| - Demographic Profile of the Average US Inhabitant and the Average USInternet User, 2000 55 |
| - Income 56 |
| - US Individual eMail Use, by Household Income, 1999 56 |
| - Gender 56 |
| - US eMail Adoption, by Gender, 1999 56 |
| - Why People Use email 57 |
| - How US Users Rate the Importance of eMail and the Internet, 1999 57 |
| - How US Consumers Rate eMail Vs Traditional Mail, 1999 57 |
| - How US Consumers Prefer to Communicate, 2000 58 |
| - Time Spent Online and on email 59 |
| - Average Time Spent Online among Active US Internet Users, 2000 59 |
| - US Internet Usage Habits: eMail vs. Web, 2000 59 |
| - Time Eudora Users Spend on eMail per Day, 2000 60 |
| - eMail Accessed from Homes in the US, 1999-2003 (as a percent of internet users) 60 |
| - How Often US Users Check Their eMail, 2000 61 |
| - Impact of Gender on eMail Use and Attitudes 61 |
| - Usage Patterns 62 |
| - US Online Consumers Who Say Advertising Influence Their Purchase Decisions, 2000 |
| - Attitudes and Usage Patterns 62 |
| - How US Internet Users View Permission Marketing, 2000 63 |
| - US User Attitudes toward Permission Marketing, 1999 63 |
| - How US Internet Users React to Permission Marketing and Spam, 1999 64 |
| - How US Internet Users View Permission Marketing and Spam, 1999 64 |
| - How US Consumers Find Out About New Products, Services or Promotions, 2000 65 |
| - How US Consumers Prefer to Be Contacted by Online Merchant, 2000 66 |
| - US Internet Users Who Have Signed Up for Permission eMail, 1999 67 |
| - US Internet Users Who Provide Personal Data for Incentive Programs, 1999 67 |
| - How Often US Internet Users Reply to Permission eMail and to Spam, 1999 68 |
| - US Users Who Have Clicked on a Website Promoted by Permission eMail, 1999 68 |
| - User Attitudes toward Spam 69 |
| - How US Internet Users View Marketing eMail, 2000 69 |
| - How US Internet Users Regard Spam, 1999 70 |
| - How US Internet Users Regard Spam, 1999 70 |
| - US User Attitudes toward Spam, 1999 71 |
| - Primary Reasons Why US Internet Users Dislike Spam, 1999 72 |
| - US eMail Users Who Have Purchased Products Advertised through Spam, 2000 72 |
| - How US Internet Users Think Spammers Obtain eMail Addresses, 2000 73 |
| - How US Internet Users View Spam Legislation, 2000 73 |
| - How US Internet Users Think Spam Should Be Regulated, 1999 74 |
| - Preferred Solutions to Spam among US Internet Users, 1999 75 |
| - Actions Taken against Spam by US eMail Users, 1999 75 |
| V. eMail Volume 77 |
| A. Total eMail Volume 78 |
| - US eMail and Postal Letters Delivered, 2000 (in billions) 78 |
| - eMail Message Volume in the US, 1999-2003 (in billions) 78 |
| - of eMails Sent per Day Worldwide and in North America, 2000-2005 (in billions) 79 |
| B. Permission email 80 |
| - Permission eMail Message Volume in the US, 1999-2003 (in billions and as a percent of total) 80 |
| - US Annual Growth of Permission eMail and Total eMail Volume, 2000-2003 80 |
| - Comparative Estimates 81 |
| - Comparative Estimates: Distribution of Permission-Based Commercial eMail, 2000 (in billions) 81 |
| - Comparative Estimates: Distribution of Permission-Based Commercial eMail, 2003 (in billions) 81 |
| - US Distribution of Permission-Based Commercial eMail, 1999-2005 (in billions) 81 |
| - US Distribution of Marketing eMail, 1999-2004 (in billions) 82 |
| - Permission eMail Volume by Type 82 |
| - US Permission eMail Volume, by Type, 2000 (in billions) 82 |
| - US Permission eMail Volume, by Type, 2003 (in billions) 82 |
| - Comparative Sources 83 |
| - Comparative Estimates: US Permission eMail Volume, by Type, 2000 (in billions) 83 |
| - Comparative Estimates: US Permission eMail Volume, by Type, 2003 (in billions) 83 |
| - Commercial eMail Messages Sent per Year in the US, 1999-2005 (in billions) 84 |
| C. Spam 84 |
| - Unsolicited eMail Messages Received in the US, 1999-2003 (in billions) 84 |
| - Unsolicited eMail Message Volume in the US, 1999-2003 (as a percent of commercial and total e-mail) 85 |
| - Average Number of Unsolicited eMails Received per Week in the US, 2000 85 |
| D. Volume per User 86 |
| - Average Number of eMails Received by US Users per Day and Week, 2001 86 |
| - Comparative Estimates: Average Number of eMails Received by US Users per Day and Week, 2001 87 |
| - Commercial and Non-Commercial eMails Received by US Users per Year, 1999 & 2005 88 |
| - eMail Messages Sent by US Consumers per Day, 2000 88 |
| - eMails Received per Day by US Users, 1999-2003 89 |
| - Average Number of Permission-Based eMails Received 89 |
| - Average Permission eMails Received by US Users per Day/Week/Year, 2000 89 |
| - Average Permission eMails Received by US Users per Day/Week/Year, 2003 89 |
| - Commercial eMails Received by US Users per Day, 2005 90 |
| - Home Marketing eMail Messages Received by US Users per Year, 1999-2005 90 |
| - eMail Messages Received from Websites in the US, 2000 90 |
| - Marketing eMail Messages Received by US Users per Week, 2000 91 |
| E. eMail Overload 91 |
| - US User Attitudes toward eMail, 1999 (as a percent of e-mail users who say...) 92 |
| - US Users Who Feel They Receive \"Too Much\" eMail, by Length of Time Online, 1999 92 |
| - US Consumer Interest in Receiving Advertising, by Type of Advertising, 2000 93 |
| VI. Techniques & Strategies 95 |
| A. Introduction: Objectives before Tactics 96 |
| - eAdvertising Can Reach the Consumer at All Points in the Sales Cycle 96 |
| - Acquisition vs. Retention Objectives 96 |
| - Competitive Estimates: US eMail Marketing Spending, Acquisition vs. Retention, 2000 97 |
| - US eMail Campaigns, by Objective, 1999 97 |
| - US eMail Marketing Budgets: Acquisition vs. Retention, 1999 98 |
| - eMail Marketing Budgets in the US, 2004 98 |
| - US eMail Marketing Models, 1999 99 |
| B. Customer Relationship eMail 100 |
| - US eMail Marketing Priorities, by Model Type, 1999 100 |
| C. Unsolicited Commercial eMail 101 |
| - US eMail Users' Definition of Spam, 1999 (as a percent of all e-mail users) 102 |
| - What Most Commonly Seen UCEs Advertise, 2000 103 |
| - Anti-Spam Movement Broadens Its Mission 103 |
| D. Permission Marketing 105 |
| - Seth Godin's Five Basic Rules of Permission Marketing, 1999 106 |
| - Selected Permission eMail Marketing Vendors in the US, 2001 106 |
| E. Opt-In vs. Opt-Out 107 |
| - Methods of Acquisition Used by US Marketers, 2001 107 |
| - US eMail User Preferences, Opt-In vs. Opt-Out, 1999 108 |
| - Problems with Opt-Out Method Experienced by US eMail Users, 2000 108 |
| - Marketer Preference for Opt-In and Opt-Out Policy, 1999 109 |
| F. Outsourcing eMail Marketing Services 110 |
| - US eMail Functions Outsourced, 1999 (as a percent of all e-mail functions) 110 |
| - How eMail Outsourcing Affects Click-Through and Purchase Rates , 1999 110 |
| G. Opt-In eMailing Lists 111 |
| - eMail Co-Op Databases 111 |
| H. Incentive-Based Programs 112 |
| - Loyalty Programs Most Appreciated By US Internet Users, 2000 112 |
| I. Presentation Formats: Text vs. HTML 113 |
| - Comparative Estimates: percent of US eMail Users Who Can Receive HTML eMail, 2000 114 |
| - eMail Format Ratios for Typical US Campaign, 2000 114 |
| - eMail Format Deployed by ClickZ eMail Conference Attendees in the US, 2000 114 |
| - Text vs. HTML Used in eMail Campaigns, 2000 115 |
| - Response Rates by Format, 1999 116 |
| - US eMail Users Who Have Received HTML eMail, 1999 116 |
| - US Users Who Want to Receive More HTML eMail, by Length of eMail Use, 1999 117 |
| - US Users Who Want to Receive More HTML eMail, by Age, 1999 117 |
| J. Frequency and Timing of eMail Campaigns 118 |
| - Volume of Permission eMails US Consumers Would Accept from a Source, 2000 118 |
| - Promotional eMails Sent by Selected US Marketers on a Monthly Basis, 2000-2001 119 |
| K. Viral Marketing 120 |
| - How US Surfers Discover the Websites They Visit, 2000 121 |
| - Type of Viral Marketing Message Most Likely to Be Passed On in the US Workplace, 2000 121 |
| - What Is Personal Relationship Marketing? 122 |
| L. Personalization 122 |
| - What Is Personalization and How Does It Work? 122 |
| - Consumer and B2B eRetailers Who Collect Customer Data at Their Websites, 1999 123 |
| - Data Collected by US Consumer Online Marketers, 1999 123 |
| - What Websites US Internet Users Say They Have Given PersonalInformation, 2000 124 |
| - Why US Internet Users Like Website Personalization, 2000 125 |
| - Types of Information Internet Users Are Willing to Divulge, 1999 125 |
| - How US Internet Users Feel About Sharing Personal Information Online, 2000 126 |
| - US Internet Users' Concerns about Privacy When Shopping or Browsing Online, 2000 126 |
| - Types of Information US Internet Users Are Willing to Divulge, 2000 127 |
| - How Incentives Affect Internet Users' Willingness to Share Personal Information, 2000 128 |
| - Type of Information US Consumers Are Willing to Provide Site, 1997 & 1999 129 |
| - Information Acceptable for a Website to Share with Other Sites in Return for Customized Content, 2000 130 |
| - When Not to Ask for Personal Information, According to US Internet Users, 1999 131 |
| M. Integrating eMail within Marketing/Media Mix 132 |
| N. eMail Newsletters 133 |
| - Primary Purposes of eNewsletters, 2001 134 |
| - eNewsletter Advertising Packages, 2001 134 |
| - eNewsletter Publishing Experience among Folio: 500 Magazines, 2001 135 |
| - Cost Comparison between CPM, CTR & CPC, 2001 135 |
| - Type of eMail Content Rated \"Effective\" by Respondents, 2000 136 |
| O. Rich Media/Enhanced Features 136 |
| P. Wireless eMail 137 |
| - Capabilities Available to US Wireless Users, 2000 137 |
| - Interest in Wireless Access among US Internet Users, 2000 138 |
| - Cellphones Capable of Sending/Receiving SMS, 1999-2002(in millions) 138 |
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Last updated by Jacob van Eldik 22th September 2001