E-Mail ROI High, Response Rates Low

Next to search, e-mail spend is tiny. But that's OK.

eMarketer, October 30, 2007 — Spending on direct marketing commercial e-mail in the United States will hit $600 million in 2008, according to the Direct Marketing Association. That number represents an increase of nearly one-quarter over 2007. The numbers are dwarfed by spending on non-e-mail Internet direct marketing—such as search and display—which is expected to hit $23 billion.