After signing up for e-mail marketing communications at 98 retail Web sites in the US, the e-tailing group was able to determine that while mass merchants represented a relatively low percentage of the sample, 15% of the e-mails received for the study came from such retailers.

In fact, mass marketers and books and music retailers both averaged the highest amount of e-mails sent per week at 1.6.

The e-tailing group received 1,000 e-mail messages during the time period of 6 October through 28 December in 2003. Other types of retail outlets that claimed the highest percentage of total e-mails received for the study were apparel outlets and home and garden outlets claiming 16% and 15%, respectively. Meanwhile, gifting and drugstore retailers represented a respective 14% and 11% of the total merchants studied by the e-tailing group, but each contributed to less than 10% of the volume of e-mails received.
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