According to an article on eMarketer.com, a report from DoubleClick reveals that e-mail continues to grow in popularity among consumers, and acknowledges e-mail as a "legitimate and relied-upon marketing channel."

The report also acknowledges that spam continues to be an unsolvable problem that comprises the majority of emails received by consumers, a fact that may actually work in favor of permission-based email marketers. Think about it, if a consumer gets a bevy of email they don't want or did not request, it stands to reason an email message that comes from a trusted sender would be a welcome sight.