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E-mail marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars)

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Spending in billion U.S. dollars
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Description Source More information
This statistic provides a forecast of e-mail marketing spending in the United States from 2014 to 2019.The source projected the spending would grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019.
E-mail marketing - additional information

E-mail marketing is something more than just sending out a vast number of colorful ads to prospective customers and waiting for a positive outcome. In times when consumers value personalization, relevance and benefits, the industry needs to focus on catering their e-mail messages to receivers’ specific expectations. These efforts will require a lot of investment, hence the projected growth in spending on e-mail marketing.

Recent studies show that American consumers are not that opposed to promotional e-mail in their inbox as it could be assumed. In fact, while 86 percent of respondents surveyed in 2015 said they like advertising e-mails to arrive at least monthly, 52 percent would like to receive them once a week. It is worth remembering that those messages should be mobile optimized, as 50 percent of advertising e-mails are opened on smartphones. Also, in terms of maximizing the chances that the message will be opened, it should be considered that in 2014 e-mails with personalized content had an open rate of more than 17 percent. In this regard, slightly more men than women liked the personal touch in promotional e-mails sent by retailers.

What happens after the e-mail has been opened? One in three consumers takes no action at all after receiving a promotional message in their inbox. However, it was found that 20 percent of 2015 survey respondents said they were influenced by advertising e-mails to make online purchases. If all else fails, shopping-cart reminder e-mails containing a discount have the occasional power to convince certain share of customers to buy that item after all.

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Release date
November 2015
Region
United States
Survey time period
November 2014
Special properties
forecast
Supplementary notes
Figures have been rounded.

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