Several nuggets emerge form the report:
- The growth of social media will bolster e-mail because people need e-mail accounts to register for these sites
- The number of active e-mail individuals—defined as people who log into one or more e-mail accounts at least monthly—will grow from 145 million in 2009 to 153 million in 2014
- (Unsurprisingly) The biggest growth area for e-mail spending will be in transactional messaging. The firm projects transactional messaging to grow at a compound annual rate of 9.2%. Principally driven by marketers' desire to inject marketing offers in these messages
- Retention email will represent three quarters of the increased spend and acquisition will remain secondary.
A low cost channel + a high value outcome (retention) = smart marketing...