The commercial e-mail market will grow by more than 4000% from about $164 million to an estimated $7.3 billion by 2005, cutting into direct mail revenue by 13%, said a new study by online market research firm Jupiter Communications.
Along with this, the average number of commercial e-mail messages that US online consumers receive per year will increase from 40 in 1999 to over 1,600 in 2005; and that non-marketing and personal correspondence will more than double from approximately 1,750 in 1999 to almost 4,000 in 2005.
But Jupiter warned marketers not to abuse this. “The volume of opt-in commercial e-mails continues to rise at a furious pace,” said senior Jupiter analyst Michele Slack, in a statement. “However, businesses must focus on delivering value from the first e-mail contact, because opt-out is just a click away.”
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