Compared with today’s virtual worlds, e-mail is solidly Web 1.0-an almost archaic communication channel.
Yet e-mail works, and marketers and advertisers keep putting it to new uses. Moreover, consumers-whose opinions are the ones that matter-genuinely like e-mail. Nearly three-quarters of adult e-mail users in North America said they used it every day, according to an April survey conducted by Ipsos for Habeas.
Two-thirds of adult respondents said they preferred e-mail for communicating with businesses. Just as many-and this is the important part-said they expected to still prefer e-mail five years from now.
“Far from being eclipsed by Web 2.0 and other emerging communications methods, consumer expectations suggest that e-mail will be the workhorse channel around which future online communications will revolve,” said Des Cahill, CEO of Habeas, in a statement.
That is not to say that consumers are ready for random, untargeted e-mail. Opt-in is still key. Consumers are even willing to help marketers custom-tailor their messages. More than 88% of respondents said they would like more choices in e-mail content and frequency, including options on advertisements and special offers.
So if e-mail is set to remain a consumer favorite for the next several years, that must mean e-mail ad spending will grow during that time, right?
Yes and no.
eMarketer predicts that e-mail ad spending in the US will hit $492 million this year, then increase by 55% to $765 million by 2012.
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