UKNM: Response down - but aren't we just growing up?

[Mike Butcher]

As you'll see below from a new Jupiter report, reponse to marketing email -

whether it's spam or involves some level of targeting - is falling, just as

response to ad banners is gradually falling.


But isn't this just a function of a growing medium? Sure response rates are

falling - but the first ads on TV got much more interest than they do now.

Thoughts anyone?


Snip:


Direct E-mail - Report Excerpt

Online Advertising Strategies

http://cgi.jup.com/cgi-bin/jgo/jgo.cgi?68|16


E-mail as a marketing channel affords cost-effective implementation and better,

quicker response rates than other advertising channels. Unfortunately, as

marketers embrace the medium, consumers are already tuning out to the estimated

1,166 messages per user received in 1998. Jupiter estimates yearly messages

sent to users will nearly double to 1,606 per user per year by 2002.


"With just under one-third of consumers already ignoring e-mail messages from

unfamiliar parties, marketers must focus on motivating recipients to open and

read, not just respond to, direct mail messages," said Marc Johnson, analyst.


  Mike Butcher, Editor, New Media Age magazine

  Online Advertising, marketing, publishing, e-commerce

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