A research firm says that while spam might remain an expensive problem for a years to come, spending on e-mail marketing will continue to grow.
According to JupiterResearch, a division of JupiterMedia Corporation, of which Enterprise Networking Planet’s is a part, “e-mail marketing
spending will grow from $885 million in 2005 to $1.1 billion by 2010,
and the volume of spam messages per consumer will decrease by 13 percent a year during this same period.” The company released that information as part of a report entitled “U.S. Email Marketing Forecast 2005 to 2010.”
Other figures in the report included a prediction that the 3,253 pieces of spam the “average active e-mail consumer” received per year in 2005 will drop to 1,640 pieces in 2010. The report attributes the projected drop to improved ISP filtering.
“ISPs are wise to improve spam filtering, and ensure that permission
emails are not erroneously marked as spam,” said David Daniels,
Research Director at JupiterResearch and author of the report.
“Consumers have a plethora of providers to choose from and will stray
from those who do not effectively filter messages,” added Daniels.
According to JupiterResearch, e-mail delivery rates “have
stabilized at an average of approximately 88 percent and are expected to
surpass 90 percent over the next few years. By 2010, the cost of incorrectly blocked email will drop to $92 million from a high of $107 million in 2006.”
“Delivery rates will rise because of marketers’ efforts to improve list management practices. And the greater control by ISPs over spam will mean a lot less waste,” said David Schatsky, Senior Vice President of Research at JupiterResearch.