Email Marketing Global Market Report 2024

The email marketing market size has grown rapidly in recent years. It will grow from $8.08 billion in 2023 to $9.34 billion in 2024 at a compound annual growth rate (CAGR) of 15.6%. The growth witnessed in the historical period can be ascribed to several factors, including heightened demand for targeted and personalized communication, the burgeoning numbers of internet users, widespread adoption of new digital marketing solutions, advancements in network technology, and an increased need for mobile devices to access information promptly.

The email marketing market size is expected to see rapid growth in the next few years. It will grow to $16.81 billion in 2028 at a compound annual growth rate (CAGR) of 15.8%. Similarly, the anticipated growth in the forecast period can be attributed to a burgeoning demand for new technologies and infrastructure development, the need for email-centric marketing strategies, a surge in the desire for customized content, an increasing demand for marketing optimization, and the proliferation of email advertising services catering to both small and medium-sized enterprises. Key trends in the forecast period encompass technological advancements, the continued expansion of digitalization, the introduction of innovative breakthroughs, strategic partnerships aimed at broadening business horizons, and the pursuit of strategic mergers and acquisitions.

The projected increase in the number of internet users is expected to drive the growth of the email marketing market in the coming years. Internet users encompass individuals who actively utilize the internet for various purposes, including browsing websites, accessing online services, communicating via email or social media, consuming digital content, conducting online transactions, and engaging in diverse online activities. Factors contributing to the rise in internet users include the widespread use of smartphones, initiatives promoting digital inclusion, the shift towards remote work and online learning, advancements such as 5G networks, and the proliferation of the Internet of Things (IoT). The growing number of internet users creates a fertile environment for email marketing, expanding the potential audience, enhancing engagement opportunities, and fostering innovation in the field. For instance, data from the International Telecommunication Union indicates a global increase in internet users from 5.1 billion in 2022 to 5.4 billion in 2023, underscoring the significant impact of this trend on the email marketing market.

Key players in the email marketing market are prioritizing the development of innovative technologies to enhance personalization, optimize content creation, and improve overall campaign performance. One such innovation is the generative AI tool for email marketing, a software application leveraging generative artificial intelligence (AI) technology to assist marketers in crafting, optimizing, and personalizing email marketing content. For example, Intuit Inc. introduced Email Content Generator in April 2023, a generative AI tool utilizing generative pre-trained transformer (GPT) AI technology to simplify the process of writing marketing emails. This tool offers features powered by AI, including email content generation, representing the latest advancement in the company's efforts to revolutionize email marketing for small and medium-sized businesses.

In June 2021, iContact expanded its digital marketing offerings by acquiring Moz, integrating Moz's expertise in search engine optimization (SEO) and analytics with its existing email marketing services. Moz, a digital marketing company, adds value to iContact's portfolio, enhancing its capabilities in providing comprehensive digital marketing solutions.

Major companies operating in the email marketing market are International Business Machines Corporation, Salesforce Inc., Adobe Inc., Intuit Inc., HubSpot Inc., Ziff Davis Inc., Marigold Engage, Zoho Corporation Pvt. Ltd., Constant Contact Inc., Brevo, GetResponse, ActiveCampaign LLC, Alchemy Worx Inc., Benchmark Internet Group LLC, ConvertKit LLC, Campaign Monitor Pty Ltd., AWeber Communications Inc., CIENCE Technologies Inc., Pinpointe On-Demand Inc., Inbox Army LLC, Mailbutler GmbH, Cleartail Marketing.

North America was the largest region in the email marketing market in 2023. The regions covered in the email marketing market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the email marketing market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Email marketing is a targeted digital strategy involving the distribution of commercial messages via email to potential or current customers. It allows businesses to connect directly with their audience in a personalized and cost-efficient manner, fulfilling objectives such as lead nurturing, brand awareness, sales generation, customer retention, and fostering loyalty.

The primary components of email marketing encompass software and services. Software consists of instructions, programs, or data guiding a computer or electronic device in performing specific tasks or operations. Deployment options include on-premise and cloud-based solutions, incorporating email campaign software, marketing automation platforms, customer relationship management (CRM) email marketing software, lead generation tools, and other solutions tailored to various enterprises, such as small and medium-sized enterprises (SMEs) and large enterprises. End-users span across sectors including retail or e-commerce, information technology and telecom, travel and leisure, print/publishing, banking, financial services, and insurance (BFSI), among others.

The email marketing market research report is one of a series of new reports that provides email marketing market statistics, including the email marketing industry global market size, regional shares, competitors with an email marketing market share, detailed email marketing market segments, market trends, and opportunities, and any further data you may need to thrive in the email marketing industry. This email marketing research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The email marketing market consists revenues earned by entities by providing email campaign creation, email automation, A/B testing, and analytics and reporting. The market value includes the value of related goods sold by the service provider or included within the service offering. The email marketing market also includes of sales of email marketing platforms, email design tools, marketing automation software, and email tracking and analytics tools. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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