The emergence of e-Marketing innovation as a new communication tool is increasing globally and it provides exceptional opportunities for firms to enjoy improved sales, performance and competitiveness in the market place. The Nigerian manufacturing sector has in recent times placed much importance on innovative marketing for stimulating firm's efficiency and accomplishing a sustainable development, but firms' decisions to adopt and deploy e-Marketing innovation are conceptually based on organizational, technological, environmental and behavioural factors which could either influence or impede its adoption. This study measured the relationships between e-Marketing innovation and key factors influencing its adoption among the Nigerian manufacturing firms, while major interactions among these factors were also examined using appropriate statistical methods. Furthermore, the study ascertained the level disparity among factors determining e-Marketing adoption. It was found that firms' decisions to adopt e-Marketing innovation were primarily driven by the availability of financial resources, external pressure, cost of technology and market acceptability of e-Marketing services. They were discovered to be more significant and dominant factors for e-Marketing adoption. The study recommends that e-Marketing adoption by firms should embrace sustainable strategies such as strategic planning, need assessment/analysis, substantial financial resources and focus driven investment decisions.