eMail is the most popular online activity among internet users, both at home
 
and at work. This creates a prime marketing opportunity, for both large and
 
small businesses. Marketers can use e-mail to “get in front of” customers and
 
prospects in a more concrete and forceful way. Where is this vehicle going and
 
how can you reap the benefits? The new eMail Marketing Report answers these
 
questions and more.

I Overview 9

A. What Is eMail Marketing? 10

B. Why Is eMail Marketing Effective? 10

II Market Revenues 27

A. Total Revenues 28

B. eMail Advertising Revenues 29

C. Other Revenues 33

III Corporate Penetration 39

IV eMail Users 47

A. Number and Growth of eMail Users 48

B. Number and Growth of eMail Boxes 51

C. User Profile 55

V eMail Volume 77

A. Total eMail Volume 78

B. Permission eMail 80

C. Spam 84

D. Volume per User 86

E. eMail Overload 91

VI Techniques & Strategies 95

A. Introduction: Objectives before Tactics 96

B. Customer Relationship eMail 100

C. Unsolicited Commercial eMail 101

D. Permission Marketing 105

E. Opt-In vs. Opt-Out 107

F. Outsourcing eMail Marketing Services 110

G. Opt-In eMailing Lists 111

H. Incentive-Based Programs 112

I. Presentation Formats: Text vs. HTML 113

J. Frequency and Timing of eMail Campaigns 118

K. Viral Marketing 120

L. Personalization 122

M. Integrating eMail within Marketing/Media Mix 132

N. eMail Newsletters 133

O. Rich Media/Enhanced Features 136

P. Wireless eMail 137