eBuzz - Email is Alive and Well

Email is Alive and Well

At least, that's the conclusion reached by a recent Ipsos/Habeas survey reported in eMarketer: two-thirds of adult respondents not only said they prefer email for business communications but also that they expect to still prefer email five years from now.

"Far from being eclipsed by Web 2.0 and other emerging communications methods, consumer expectations suggest that email will be the workhorse channel around which future online communications will revolve," noted Habeas' CEO, Des Cahill.

eMarketer has its own predictions:

• Email ad spending in the United States will hit $498 million this year

• Email ad spending in the United States will increase by 55% to $765 million by 2012.

• Email's ad spend percentage (currently 2% of all online ad spending) will drop to 1.5% of online ad spending in 2012 due to its low cost, as the amount spent on other formats will increase significantly.

It seems clear to us that it's precisely that low cost, combined with its consistently significant results, that will keep email at the forefront of marketing communications for many years to come. While certain demographics may be best reached through other media, the cited "workhorse" ability of email to reach most people most of the time is going to continue to fuel both its continued growth and acceptance.

And that's our take on the news today!

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