The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising - which was already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners and search advertising.  

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Direct Mail Falls, E-mail Soars
Published on May 2009
Report Summary
The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a
result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising - which was
already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners
and search advertising.
Table of Content
Introduction
CHAPTER 1 - Return to sender: Direct mail's decline
Fig. 1.1: Direct mail dominated the 2008 advertising landscape
Fig. 1.2: Next 5 years: Direct mail suffers largest drop
Fig. 1.3: U.S. mail deliveries: On the way down
Fig. 1.4: Nearly half of adults don't buy what direct mail sells
CHAPTER 2 - The rise of e-mail marketing
Fig. 2.1: E-mail advertising: Leading ad expenditure in 2008 and 2013
Fig. 2.2: Advertisers' intent: Trouble for display, increase for e-mail
Fig. 2.3: Permission-based e-mail: Proceed with caution
Fig. 2.4: Scatter gram: E-mail ad revenue for 190 local sites
CHAPTER 3 - E-mail's big drivers: Coupons and promotions
Fig. 3.1: Hand-in-glove rise for interactive promotions and e-mail advertising
Fig. 3.2: Coupon sources: Sunday newspaper still No. 1
Fig. 3.3: Advertising is among the most-read part of newspapers
Fig. 3.4: Toledo.com's weekly entertainment e-mail
Conclusions
Appendix A: THE CAN-SPAM Act of 2003
Appendix B: U.S. Ad Spending Forecast to 2013
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