There are several reasons why email is increasingly being regarded as the hottest segment of the interactive industry, doubling in scope and size in 2006 and anticipated to double again this year. Technology advancements in email, for one, are helping to drive growth. Today, the strongest email companies are capable of optimizing their campaigns to respond to numerous events with an exponential number of creative treatments - all in real time. Think of the aforementioned performance web network, only with the additional benefits of email's exclusivity in the consumer's inbox.

Another driver behind the growth is increased relevancy. "We're starting to see a higher level of sophistication with email marketers," Jupiter's email analyst, David Daniels, recently said, reporting on how relevancy drives campaign performance.

But, the sophistication of interactive marketers is also on the rise, and that has many decision makers thinking hard about where they spend their online dollars.

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