Email Advertising: Exploratory
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).