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...