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It's an E-Mail World

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Just a few years ago, getting mail at the office was an event. During these pre-Internet days, an office messenger would deliver letters and packages directly to your cubicle. Nowadays, the frequency of snail-mail deliveries have decreased, receiving mail is no longer an event and workers retrieve mail without ever leaving their workspaces. This is possible, of course, through e-mail, the killer app that, according to a new study, most people check as soon as they log on. According to the May 2001 E-Mail Marketing Report from e-Marketer, a research company based in New York, more people log on to use e-mail than to surf the Web.

Marketers are taking advantages of consumers' addiction to e-mail: By the end of 2001, marketers are projected to spend more than $2.1 billion on e-marketing efforts, a 110 percent increase over 2000. And who can blame them? According to the study, e-mail marketing is significantly cheaper than traditional marketing schemes, and recipients respond much faster to e-marketing messages than to traditional messages. Of course this isn't surprising: a swift click of a mouse is easier and more inviting than shuffling through papers and stamping envelopes.--Sid Ross

DATA POINTS:
--Almost 88 million people in the United States use the Web, but more than 96 million people use e-mail.

--80 percent of e-mail marketing messages are responded to within two days compared to a period of 6-8 weeks for traditional direct marketing methods.

--The clickthrough rate for opt-in e-mails: 3.2 percent; clickthrough rate for banner ads: 0.3 percent

--Average cost per message
Telemarketing: $1.00-$3.00; Direct mail: $.75-$2.00; Opt-in e-mail: $.20; Banner ad: $.05

Source: May 2001 e-Mail Marketing Report from e-Marketer/ U.S. figures