August 28, 2007

European Email Marketing Spend Hits €2.3 Billion In 2012

by Rebecca Jennings

with Jaap Favier, Lizet Menke

Executive Summary (This is a document excerpt)

European online consumers get almost twice as many commercial messages as work-related or personal emails. Even though many of them delete the marketing emails unread or have spam filters, email remains a strong marketing channel. Over the next five years, Forrester estimates that the volume of these messages will double, with the value of the market increasing from €1.5 billion in 2007 to €2.3 billion in 2012. Marketers will use more sophisticated targeting, messaging, and analytics to engage the critical consumer.

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