Rising Demand for Targeted and Smarter Marketing Strategies to Drive Global E-mail Marketing Market, According to a New Report by Global Industry Analysts, Inc.

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GIA announces the release of a comprehensive global report on the ‘E-mail Marketing’ market. Global market for E-mail Marketing is forecast to reach US$15.7 billion by the year 2017. Major factors driving growth in market include rising demand for targeted, effective and smarter marketing strategies and the recent economic woes worldwide. Inherent advantages of this marketing media such as cost advantages, campaign tracking and retention e-mail feature. In addition, increasing complexity of data integration, spending on ad-supported or ad-sponsored newsletter, and advancement of e-mail and IM technology are expected to provide continued growth in the e-mail market.

E-mail Marketing: A Global Strategic Business Report

Follow us on LinkedIn – Recent years have witnessed an upsurge in e-mail marketing campaigns from online marketing firms, thanks to resurgence of e-mail marketing as a leading advertising channel. E-mail Marketing contributed a significant portion to the online marketing budgets of various companies until recently. The segment has emerged as a prominent media against the backdrop of rising costs and growing concerns over privacy issues with respect to standard modes of advertising. Customer and brand awareness comprise the significant factors driving the growth of this segment. The cost-effectiveness of e-mail marketing became its forte during the recent years, as the global economy went into a recession. In addition to these factors, substantial improvements in promotional tactics, use of advanced cutting-edge tools, and improving service quality have all contributed to growth of e-mail marketing in the recent years.

Cyclical ups and downs are not new in e-mail marketing, as the market witnessed wavering fortunes since its inception. When the concept first emerged, it rapidly gained acceptance and was the most sought after online marketing tool, particularly in the developed countries. However, the initial effervescence waned in the subsequent years as several issues emerged that bogged down its popularity such as the spam issues. Besides, the impact of search engine marketing concept that emerged subsequently also dented prospects of e-mail marketing to an extent. The recession during 2008-2009, however, resurrected the e-mail marketing space with more and more entities looking at this market as more cost-effective and viable means of marketing in the midst of economic woes. E-mail marketing provided the much needed balance between continued efforts to attract new customers and retain old ones and manage cash flow. Consequently, several enterprises made significant investments into this stream, while those who reduced their overall marketing expenditure continued to do so in e-mail marketing.

Retention e-mail, referred to an e-mail that is permitted by the recipients, is expected to act as a substitute for paper communications in the following years. Retention marketing accounts for a majority share of all E-mail Marketing spending in the US. However in the future, transactional e-mail and acquisition marketing are forecast to grow at a rapid pace. E-mail is emerging as a key area where marketers are growing their spending, with retention marketing accounting for majority of expenditure. In addition, a significant portion of expenditure is also accounted for by acquisition marketing.

Europe represents the largest regional market for e-mail marketing worldwide, as stated by the new market research report on E-mail Marketing. Online marketing has carved a niche in the marketing mix of advertisers and is growing remarkably across all the European regions. Spending on online advertisement is growing fastest, when compared to spending on other ad media. While E-mail marketing in the US and Europe is a cost-effective marketing strategy delivering serious sales, it ironically turned out to be a costly affair for Asian marketers. Asia is a land of multiple languages and the huge cost associated with creating content in different languages is cited as one of the major reasons for the low penetration of e-mail marketing in the region. Despite the persistence of language and spam related problems in the Asian market, there are certain industries that found success through e-mail marketing tactics. The Airlines is one such technology savvy industry, which savored success particularly in promoting low cost airlines.

Major players profiled in the report include Lyris, Inc., ExactTarget, Inc., eCircle Ltd., iContact Corporation, MyEmma, StreamSend, StrongMail Systems, Inc., Topica, Inc. and Vertical Response, Inc. among others.

The research report titled “E-mail Marketing: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides comprehensive market overview, trends & issues, recent industry activity and profiles of market players worldwide. Analysis and overview is provided for the years 2009 through 2017, for major geographic markets including the US, Canada, Japan, Europe, Asia-Pacific and Rest of World. The study also provides historic data for an insight into market evolution over the period 2003 through 2008.

For more details about this comprehensive market research report, please visit –

About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.

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Global Industry Analysts, Inc.
Telephone: 408-528-9966
Fax: 408-528-9977
Email: press(at)StrategyR(dot)com
Web Site: http://www.StrategyR.com/

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