JUPITER RESEARCH REPORTS THAT THE COST OF ERRONEOUSLY BLOCKED PERMISSION E-MAIL WILL BALLOON TO $419 MILLION IN 2008(New York, NY - January 27, 2004) -- Jupiter Research, a division of Jupitermedia Corporation (Nasdaq: JUPM), today announced that its latest research report finds that the cost to online marketers of permission e-mail messages being erroneously blocked as spam will balloon from $230 million in 2003 to $419 million in 2008. Due to improved ISP efforts and sender authentification systems, Jupiter Research reports the percentage of permission e-mail being erroneously blocked will decline from 17% today to just under 10% in 2008. Total spending on retention and sponsored e-mails will increase during the same period, however, which will account for the continued increase in spending wasted on e-mail that will fail to make it to consumers' inboxes. Jupiter Research recommends that marketers participate in identity-based trusted and bonded sender programs, which are cost effective measures to assist in message delivery. The largest e-mail marketers that often erroneously trip the ISPs spam alarms will be the first organizations to pay additional fees to ensure e-mail delivery.
In the new report "Overcoming the Spam Effect: Maximizing E-Mail Marketing Message Delivery", Jupiter Research examines how opt-in and opt-out practices must be maximized in order to meet the e-mail filtering and disposition techniques of the major ISPs. The report explores list management tactics, address churn, delivery optimization and changes in consumers' e-mail behavior.
"The increase in e-mail volume and the fact that consumers are spending less time in their inbox is creating a consumer attention deficit to permission based e-mail marketing. Despite the year-over-year increase in permission e-mail, consumers only perceive an increase in spam," said David Daniels, Research Director at Jupiter Research. The research goes on to find that the only e-mail increase consumers report is a 26% increase in spam 2003 over 2002. However, during the same time period Jupiter Research finds that permission e-mail grew at a rate of 36%, outpacing e-mail account growth and indicating that permission e-mail per active e-mail user increased.
The complete findings of this report are immediately available to Jupiter Research clients online. For more information on the report or Jupiter Research's Marketing Operations research service please contact Kieran Kelly at [email protected] or call 1-800-481-1212.
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