Email Marketing Industry : Increasing Number of Email Users to Boost Market’s Growth

According to a new research report by Transparency Market Research (TMR), the global market for email marketing demonstrates a fragmented and competitive due to the presence of a number of well-established players, namely, IBM, Microsoft Corp., Zoho Corp., Epsilon, and Responsys Inc., providing solution and services across various end-use industries. These companies, together, held just about 44% of the overall market in 2016.

Investments in various technologies for email marketing and innovations in email marketing software and services are the key strategies adopted by these players to strengthen their positions in this market. Technical advancements in tools of email marketing solution and the increase in research activities for the development of solutions and services are likely to attract the focus of participants in the forthcoming years, states the research report.

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As per the study, the worldwide market for email marketing is estimated to expand at a CAGR of 19.60% during the period from 2017 to 2025, rising from US$4.51 bn in 2016 to US$22.16 bn by the end of the forecast period. Software has surfaced as the key component in email marketing and is projected to remain so throughout the forecast period, owing to the increasing uptake of white label software, third-party standard software, and web-based application software across the world.

Small Enterprises to Report Higher Adoption of Email Marketing Strategy

In this report, large enterprises and small and medium enterprises have been considered as the two main type of enterprises, which make the use of email marketing strategies. The adoption of email marketing is expected to surge in small and medium enterprises over the forecast period, owing to the increasing application of convenient email marketing tool to target various groups of users for branding their products, solutions, and services. The small scale enterprises in the retail/ecommerce business are anticipated to contribute the most to the global market for email marketing in the near future.

The report further presents an geographical analysis of the worldwide market for email marketing, according to which, North America, Europe, Asia Pacific, the Middle East and Africa, and South America are the key regional markets for email marketing across the world. Among these, Asia Pacific has been leading the global market and is projected to remain doing so over the period of the forecast, expanding at a CAGR of 22.80%.

Rising Awareness about Email Marketing to Boost Adoption

“The increasing number of people using email for communication and various other works is having a significant impact on the growth of the market for email marketing across the world,” says a TMR analyst. The number of email users is constantly rising at a healthy pace and is expected to reach one-third of the global population by 2019, making emails the most productive medium for advertisement and marketing over the forecast period.

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Apart from this, the growing awareness among people about the benefits of email marketing, such as it provides a comparatively higher RoI rate than any other form of digital marketing, will also reflect positively on its adoption in the near future. However, the dearth of niche marketing options and the rising concerns over privacy issues among consumers may hamper the growth of this market in the years to come, states the report.

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