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Ghost of Midnight

… about neighbors, community and Front Porch Forum

Best bet for distributing neighborhood news?

Thanks to eNeighbors for pointing to this new study by eMarketer about eMail… color me eGrateful.

U.S. spending on e-mail advertising will grow to $2 billion by 2012 from $1.2 billion in 2007.

JupiterResearch estimated that about one-quarter of e-mail delivered to users’ main inboxes is now opt-in.

Average Number of E-Mails Received by US Internet Users per Week, 2007

JupiterResearch asked why recipients stopped subscribing to opt-in e-mails. More than one-half said the content was no longer relevant, and 40% said they were getting too many offers.

It is also getting harder for marketers to figure out which e-mail address to use. Nearly two-thirds of US Internet users have three or more active e-mail addresses, according to a November 2006 Bluestreak-commissioned study conducted by ROI Research.

Number of Active E-Mail Addresses that US Internet Users Have, September 2006 (% of respondents)

“E-mail, compared with other forms of interactive communication tools, is not only ubiquitous but also addictive,” Mr. Hallerman said. According to a November 2006 ROI Research report commissioned by Bluestreak, 90% of US Internet users used e-mail several times a day. No other communication tool comes close.

Frequency with which US Internet Users Use Select Emerging Communication Tools, September 2006 (% of respondents)

Posted in: Front Porch Forum, Local Online, Web Traffic


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