This total spending on retention and sponsored e-mails increase accounts for the continued increase in spending wasted on e-mail that will fail to make it to consumers' inboxes. David Daniels, Research Director at Jupiter Research, says "The increase in e-mail volume and the fact that consumers are spending less time in their inbox is creating a consumer attention deficit to permission based e-mail marketing."
From 2002 to 2003, Jupiter Research found that permission e-mail grew at a rate of 36%, outpacing e-mail account growth and indicating that permission e-mail per active e-mail user increased. During this period, however, consumers noted an increase in spam of 26%. With this year-over-year increase in permission e-mail, consumers perceive an increase in spam.
The reports suggests that the largest e-mail marketers, that often erroneously trip the ISPs spam alarms, will be the first organizations to pay additional fees for identity-based trusted and bonded sender programs to ensure e-mail delivery.
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