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.
