Growing Penetration of Internet and Smartphones Strengthens Growth of Global Email Marketing Industry

The towering popularity of the Internet and the increasing usage of smartphones, laptops, and tablets are some of the most prominent factors driving the global email marketing industry. Business enterprises send invitations, email newsletters, offers, and autoresponders to potential customers with a view to expand their business. Transparency Market Research (TMR) has pegged the global email marketing industry was pegged at US$4.51 bn in 2016. By the end of 2025, the global for email marketing industry is expected to reach US$22.16 bn, flourishing at a CAGR of 19.60%.

Constant Contact Inc., Forfront Ltd., The Rocket Science Group LLC, GetResponse, Drip Inc., Salesforce Inc., Alchemy Worx Ltd., Natexo Group, and BlueHornet Inc. are some of the leading companies operating in the global email marketing industry.

Q. What are the primary growth drivers of the global email marketing industry?

The cost-effectiveness and automation of email marketing have made it a powerful marketing tool that delivers the right content to the right audience at the right time. As an increasing number of entrepreneurs and businesses are constantly in quest of innovative marketing strategies, the domain of email marketing has come to their aid in the form of a creative, customizable, and convenient platform. The number of email users is sky-rocketing, thus accelerating the expansion of the email marketing industry worldwide. The increasing awareness related to the innumerable benefits offered by email marketing including higher RoI rates when compared with other forms of digital marketing is also boosting growth.

Q. Which regions offer lucrative opportunities for growth of the global email marketing industry?

The global email marketing industry can be segmented into the Middle East and Africa, Asia Pacific, South America, North America, and Europe. Asia Pacific, being a hub of retail and e-commerce giants, has been leading the global demand for email marketing. It is expected to witness a steady growth over the forthcoming years, expanding at a CAGR of 22.80% between 2017 and 2022. The Chinese and Indian retail sectors are likely to emerge as the leading domains exhibiting continuous adoption of email marketing strategies. South America and Africa are also slated for significant expansion. North America might witness slackened growth owing to the implementation of strict regulations.

Q. What does the competitive landscape of the global e-mail marketing industry look like?

The global email marketing industry is characterized by a fragmented competitive landscape. The leading companies have been focusing on delivering services and solutions across a number of industry verticals. During 2016, the topmost players, Microsoft Corp., Responsys Inc., IBM, Epsilon, and Zoho Corp. held a share of 44% of the global market. The key business strategies of these firms are developing innovative solutions and making vast investments in different technologies associated with email marketing. The advent of artificial intelligence (AI) will help email marketing to offer a highly personalized experience. As a result, several market players have been developing AI-based email marketing solutions.


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