It’s an E-Mail World

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

–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