Fact: Consumers prefer email as a primary method of communications in their personal and business capacities. In fact, 67 percent of respondents prefer email as a communications channel over other online vehicles and 65 percent believe this will continue to be the case in five years according to Habeas.

A recent Forrester Research report on e-mail open rates does a great job of driving home a basic tenet of e-mail marketing: the importance of relevance. When consumers were asked to identify things that influenced them to open an e-mail, “Your Interests” was cited by nearly 60 percent of respondents. “Your needs at the time” was second, with more than 50 percent of consumers calling it an influence. Both of these answers point directly to the targeting, relevance and impact offered by niche content e-mail newsletters.

Likewise, eMarketer estimates e-mail ad spending will jump to $677 million in 2011, from $492 million in 2008.

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