Disclaimer:
The opinions blogged herein represently only those of Rick E. Bruner and do not reflect those of his employer, persons or companies mentioned herein, or anyone else.
Client: Winterberry Group
Released December, 2001
Winterberry Group is the research arm of the investment bank Petsky Prunier, which focuses on direct marketing and Internet marketing services companies. Winterberry Group subcontracted me to write this report as part of their "Industry Map" series. The report is an attempt to look at and project macro-trends in email marketing, better segment service providers in the space, and size the market.
Among the highlights:
Email service vendors basically segment into one of four camps: 1) Service Bureaus/ASPs; 2) Software; 3) List Management (both Owners and Mangers), and 4) Agencies/Creative Services.
I estimated that U.S. companies spent $910 million on a variety of email marketing services in 2001.
Key conclusions include: 1) The distinction between "permission" and "spam" is here to stay, though marketers must be diligent to keep the line clear; 2) ROI from email programs is sustainable over the long-term, and 3) Consolidation among service providers will continue into 2003.
Click here to see a copy of the full report.
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