Good news on the email front, at least according to a study released by Forrester Research called ?E-Mail Marketing Comes of Age.? The report notes that email is now ubiquitous with 97% of all consumers, and 94% of marketers using email. This is up from a CMO Magazine study a year ago that stated 72% of marketers are using email as a marketing channel.

Click-through rates have remained steady, about 5%, for the last four years, but those who do click through are the kind of customers marketers, especially retailers, are looking for. Those who buy products marketed through email spend 138% more than those who are non-readers of email marketing. And an astounding 50% of those who open and read email marketing messages are more likely to purchase impulse items once they get to the site.

For word-of-mouth marketers, the study shows that three out of five people who forward email messages to friends are women, and that one-third of consumers who maintain a separate email address to receive email promotions are in the 18-34 year old range.

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