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Email Mktg to Hit $2B by ’14

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By 2014, users will get over 9,000 email marketing messages a year, according to a new report from Forrester (via Advertising Age).

That figure represents about 25 messages per person per day — double the average of 10 to 12 they presently receive.

A study by Borrell confirmed email and online coupons will enjoy increased use at the expense of direct marketing, in part because email is faster, less costly, easier to execute and to track.

Despite these boons, marketers will spend $144 million on email messages that never reach their targets because of poor deliverability practices, coupled with ISPs that occasionally filter good messages into spam folders.

Marketers are beginning to realize that in the face of all that clutter they have to be more targeted and relevant.

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