US spending on email marketing will grow to $2.1 billion in 2012, from $1.2 billion last year, it has been predicted.

JupiterResearch, a firm specializing in consumer technologies, has stated that marketers have made continuing improvements in the delivery of their email marketing.

However, David Daniels, vice-president and research director at the firm, said marketers will have to ensure communications with their audience remain relevant and targeted.

David Schatsky, president of JupiterResearch, commented: "The email marketing landscape continues to evolve and marketers have to stay current with best practices to continue getting a good return on their investment."

However, David Hallerman, senior analyst at eMarketer, warned that many firms consider email marketing to be inexpensive and so do not assign it a high budget.

The research organization has estimated that email marketing spending will rise to $1.65 billion by 2011.

It anticipates spending growth in 2008 and 2010 as a result of election activity.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.