Email advertising: exploratory insights from Finland

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business.

Email Advertising: Exploratory

Brett A. S. Martin University of Auckland Business SchoolJoel Van Durme University of Auckland Business SchoolMika Raulas Helsinki School of EconomicsMarko Merisavo Helsinki School of Economics

Email advertising, where email is used as a vehicle for the distribution of promotional mes­sages, is fast becoming an important advertising tool. Email advertising revenue totaled $948 mil­lion in 2001 and has been forecasted to increase by 32.91 percent to $1.26 billion in 2002 (Gartner, 2002) and to $7.3 billion by 2005 (Beardi, 2001). Indeed by 2004, marketers...

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