Email Advertising: Exploratory

Brett A. S. Martin
University of Auckland Business School
Joel Van Durme
University of Auckland Business School
Mika Raulas
Helsinki School of Economics
Marko 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 are predicted to send almost 210 billion email messages to consumers (Schwartz, 2000). Well-known organizations currently using email to contact consumers include Barnes and Noble, Borders, Hershey Foods, and J.C. Penney (Landau, 2001; Schwartz, 2000; Weidlich, 2001).