Spending on email direct marketing in the US is set to reach $2 billion by 2014, it has been revealed.
Research carried out by independent analyst Forrester Research indicates the high return on investment offered by the technique and growing consumer use of social email accounts will drive take up of the strategy.
Forrester Research vice president and principal analyst David Daniels predicted that successful direct marketing professionals are likely to alter their tactics to overcome inbox clutter and increase relevancy.
He added: "The use of email in social networks will be one of the biggest challenges for direct marketers. Over the next five years, marketers must bridge the gap between social and traditional inboxes with social sharing tools."
Earlier this week, data printing specialist Baber Inc told the Memphis Commercial Appeal that personalizing direct marketing campaigns can help companies better target their customers while reducing junk mail.