Seeing the trend at which email marketing grows, Eamon O’Neill, VP of product management of Bluestreak predicts that email will surge well ahead of projections in the next two years, perhaps tripling or more in terms of transactions volume.

A recent study by the DMA showed that email was recognized as having the second-highest ROI index for direct response marketing in the United States, behind only telephone marketing.

Despite its effectiveness, most retailers haven’t embraced email as a marketing strategy yet.

Consumers spend approximately 34 percent of their media time online, but only six percent of advertising and direct marketing spending is currently online. Of that six percent, only about 20 percent of the online budget is spent on email, meaning that only about one percent of marketing budgets are currently dedicated to email.

While email is not a new technology for online marketing, there are tactics that have not been utilized yet. The rise of behavioral targeting and integration with web analytics are two of the most obvious examples.

Source: iMedia Connection.