This report analyzes the worldwide markets for E-mail Marketing in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2017. Also, a six-year historic analysis is provided for these markets. The report profiles 166 companies including many key and niche players such as Lyris, Inc., Constant Contact , Inc., Epsilon Data Management, LLC, e-Dialog, Inc., eCircle Ltd., Emailvision, Inc., ExactTarget, Inc., iContact Corporation, MyEmma, StreamSend, Silverpop Systems, Inc., SimplyCast.com, StrongMail Systems, Inc., Topica, Inc., and Vertical Response, Inc. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.
Table of Contents
Table of Contents
I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study
II. EXECUTIVE SUMMARY
1. GLOBAL INDUSTRY OVERVIEW
A Prelude
Market Dynamics
Table 1: Worldwide Advertising Market (2010): Percentage Breakdown by Media -Television, Newspapers & Magazines, Internet, Radio, Outdoor & Others and Cinema (includes corresponding Graph/Chart)
Table 2: Top Email Advertising Modes (2009) (includes corresponding Graph/Chart)
Competition in the Online Marketing Space
Table 3: Top 10 North American Email Marketing Companies (2011): Ranking Based on Overall Performance Criteria
Table 4: Top 10 Social Networking Websites (Mar 2011): Ranked by Number of Visits (includes corresponding Graph/Chart)
Table 5: Global Online Search Market (2Q 2010): Percentage Breakdown of Market Share by Leading Service Providers - Google, Yahoo!, Microsoft and Others (includes corresponding Graph/Chart)
Table 6: Global Mobile Web Browsing Market (2009): Percentage Breakdown by Leading Device Type - Android, BlackBerry, Brew, iPhone, Java ME, Palm, Symbian, and Windows Mobile (includes corresponding Graph/Chart)
Email Marketing Makes a Comeback During Recession
Email Marketing Budgets Expand Post Financial Crisis
Smartphones Emerge as Winners Amid Recession
Factors Influencing Industry Prospects
Growth Drivers
Internet Usage - Increasing by the Day
Table 7: Number of Business Email Users Worldwide (2008 & 2010): Breakdown by Geographic Regions - North America, Asia, Other Americas, Europe, Africa and Oceania (includes corresponding Graph/Chart)
Table 8: Global Internet Usage (2005-2010): Annual Breakdown by Number of Users (Users in Million) (includes corresponding Graph/Chart)
Table 9: Global Internet Penetration Rates (2010): Percentage Breakdown by Leading Geographic Regions - North America, Oceania, Europe, Latin America, Middle East, Asia and Africa (includes corresponding Graph/Chart)
Table 10: World Internet Usage (2010): Percentage Share Breakdown by Top 10 Countries -China, US, Japan, India, Brazil, Germany, Russia, UK, France, Nigeria and Others (includes corresponding Graph/Chart)
Cost Advantage and Campaign Tracking
Table 11: Commonly Used Tracking Metrics for Email Marketing (2011): Percentage Breakdown by Organizations Using the Metrics (includes corresponding Graph/Chart)
Retention Email
Table 12: Email Marketing Spend in the US (2010 and 2013): Percentage Share Breakdown by Major Types -Retention Marketing, Acquisition Marketing and Transactional Email (includes corresponding Graph/Chart)
Data Integration
Ad-Supported Newsletter Spending
Improvements in IM and Email Technology
Social Network Spending
Table 13: Worldwide Online Social Network Ad Spending in US$ Million for Years 2006 through 2011 (includes corresponding Graph/Chart)
Customer Relationship Management
Integrated Campaigns
Newsletter
Internet Direct Mail
Customer Acquisition
Market Restraints
Lack of Familiarity with Email Marketing
Inadequate Technical Expertise
Problems Faced by Service Providers in Monetizing Media Campaigns
Limited Budgets
Table 14: Allocation of Email Marketing in Total Marketing Budget (2009): Percentage Breakdown by Organization Size (includes corresponding Graph/Chart)
Critical Elements of Email Marketing
More to Email Marketing than Just Sales Increase
2. MARKET TRENDS & ISSUES
Growing Frequency of Email Marketing
Table 15: Popularity of Email Marketing Versus Other Advertising Modes (includes corresponding Graph/Chart)
Social Media Interactions - An Unstructured Wealth of Information
Marketers Yet to Leverage Email Marketing to the Fullest
Tailored Marketing Emails for Smarter Customer Engagement
Marketers Switching to ESPs to Compensate for Staffing Losses
Behavioral Targeting - An Out-of-Box Service
Marketing Budgets Moving Online
Shift towards Relevant Messaging
Group Commerce - A New Trend in Email Marketing
Increasing Move Towards Adoption of Automation
Growing Usage of Integrated Marketing Programs
Focus on List Hygiene Factors
Mobile Email Marketing to Emerge as Mainstream Option
Table 16: Mobile Internet Penetration Rate in Overall Mobile Phone User Base for Select Countries for the Year 2008 (includes corresponding Graph/Chart)
Top Mobile Internet Activity Among Customers in Select Regions - BRIC (Brazil, Russia, India and China), United States, and Europe
Video Email Marketing Riding the Popularity Wave
Table 17: Benefits from Video Email Services for Email Marketing Business (2010) (includes corresponding Graph/Chart)
Table 18: Percentage Breakdown of Popular Video Email Uses by Small Business Enterprises (2010) (includes corresponding Graph/Chart)
Other Trends
3. EMAIL MARKETING AND BRAND LOYALTY
Email Marketing Helping to Generate Brand Loyalty
Email Marketing- Keeping Customers Informed
Social Media and Email Marketing- A Potent Combination
4. SERVICE OVERVIEW
Definition
Features
Forms
Direct Email
Retention Email
Third Party Advertising
Types
Conquest emails
Conversion emails
Loyalty emails
Opt-In Email Advertising
Viral Marketing
Advantages
Reach
Cost Effectiveness
Speed
Versatility
High-Response Rate
Immediacy
Segmentation and Targeting
Completely Trackable
Profit-Making Potential
Relation Management
Environment Friendly
Targeted
Disadvantages
What is Spam?
Table 19: Main Spam Mail Varieties (2009): Percentage Breakdown by Brand Promotion Emails, Internet Services, Financial Services, Adult emails, Scams and Others (includes corresponding Graph/Chart)
Solutions for Combating Spam
Direct Email
Technological Options
Self-Regulation
Legislation
Email Marketing Software
Features
Advantages
Email Marketing Campaign: Requisites
Planning
Determination of Objectives and Addressing Expectations
Data Preparation and Target Audience
Measuring and Managing Data
Ascertaining Effectiveness of Email Marketing
Email Testing Parameters
'From' Field
Subject Line
Layout
Copy Length
Time, Frequency and Day Testing
Testing Processes
A/B split test
Random test
Email Marketing Metrics
Open Rates
Average Opens per Opener
Opens per Opener
Unique Open Rate
Table 20: Industry/Institutions with Highest Unique Open Rates for Email Marketing (2008) (includes corresponding Graph/Chart)
Click Rates
Table 21: Email Marketing Click Rates by Number of Links (includes corresponding Graph/Chart)
Average Total Click-through Rates
Table 22: Industry/Institutions with Highest Click-through Rates for Email Marketing (2008) (includes corresponding Graph/Chart)
Delivery Rate
Table 23: Delivery Rate of Emails (2009): Percentage of Bounce Mails by Mailing Frequency (includes corresponding Graph/Chart)
Measured Open Rate
Click-to-Open Rate
Click-through Rate or Average Clicks per Clicker
Bounce Rate
Spam Complaint Rate
Unsubscribe Rate
5. SERVICE INTRODUCTIONS/INNOVATIONS
Amazon Launches Simple Email Service (SES) as Email Marketing Tool
Benchmark Launches API to Simplify Information Exchange with Other Web Sites
XL Technologies Incorporates Twitter Attributes into eCampaignPro™ Email Marketing Services
Campaigner Debuts StartUp! Services for Small Businesses
US Auto Parts Implements Tableau Software
Clash-Media Introduces Extended Email Marketing Service under Proactive Online Lead Generation
eCircle Launches Brands2Win.co.uk Lead Generation Site
Innovyx Introduces Dialogue 1to1 Version 6.0
VerticalResponse Unveils VerticalResponse for Non-Profits
StrongMail Systems Introduces StrongMail® Message Studio Express Bundle
Lyris Introduces New Version of Lyris HQ
Mailworkz Introduces Free Email-Marketing-4-Life
Emailvision Introduces New Campaign Commander™ 7 Version
RatePoint Unveils Feature Improvements in Email Marketing Solutions
Yesmail Introduces New Module for Emails Marketing
Cenicola-Helvin Launches BannerMailer, Emails Marketing and Newsletter Management System
Microsoft Office Live Small Business Introduces Web Service with Enhancements and New Features
JangoMail Introduces Improved Reporting Features to Web-Based Solution
CSG Systems Unveils Precision Email Application
6. RECENT INDUSTRY ACTIVITY
DG3 Acquires Ace Group, an e-marketing Solutions Provider
VerticalResponse Announces Product Integration with vBulletin
NTT Communications and ExactTarget Introduce CoTweet in Japan
TA Associates Snaps Up Majority Stake in eCircle
Thomas Cook UK & Ireland Selects e-Dialog to Implement Customer Email Campaigns
Experian Takes Over A-Care Systems
MediaTrust Snaps Up Kenzei LLC
eCircle Undertakes 2018 FIFA World Cup Email Marketing Operation
VeriSign Enters into Collaboration with RatePoint
Pizza Patron Enters into Strategic Collaboration with Fishbowl Marketing
Democrasoft and iContact Sign Marketing Agreement
Goodmail Systems Enters into Collaboration with Liveclicker
Mansell Group Acquires WhatCounts
IBM Takes Over Unica
Bite Communications Acquires OneXeno
ExactTarget Purchases mPath Global
StrongMail Takes Over Magnetik and Conversea Marketing
Responsys Acquires Eservices Group
Constant Contact Takes Over NutshellMail
Riverside Acquires Mansell Group
theSkinnyScoop Partners with Constant Contact
StrongMail Integrates Email Marketing Solution with SAP® CRM
Alliance Data Systems Signs Email Marketing Agreement with La Quinta
Vertical Response Partners with Grand River
Sacramento Metro Chamber and StreamSend Collaborate with Metro Chamber
Unica Acquires Pivotal Veracity
ExactTarget Takes Over CoTweet
Asda Enters into Partnership with eCircle
Mars Drinks Deploys GSI E-Commerce Solution
Betfair Announces Selection of smartFOCUS
Dave & Buster's Signs Agreement with ExactTarget
Mansell Group Acquires Premiere Global Services Email Marketing Operations
Responsys Takes Over Smith-Harmon
Alliance Data Systems Signs Marketing Agreement with Reed Business Information
GSI Inks Multiyear Agreement with CPWM
Visionamics Selects TransMedia Group Services
Yesmail Inks New Partnership Agreement with ShareThis
Stressdesign Establishes New Subsidiary AXNT
Hawaiian Airlines Selects Sapient as Direct Marketing Partner
RatePoint Enters into Partnership Agreement with Parallels
ReferenceUSA Renamed as ReferenceGROUP
Experian CheetahMail Bags emails Marketing Contract from T-Mobile
StrongMail Selects Curve Interactive as Creative Partner Agency
Lyris Completes Acquisition of Facultas
British Museum Company Selects Lyris HQ for Optimization of Email Marketing
MobiVentures Takes over Purepromoter
Mansell Group Acquires Sevista
GSI Commerce Secures Multiyear Contract from Toys "R" Us
StrongMail Selects Curve Interactive as Creative Partner Agency
Cable Shopping Network Deploys ExactTarget for Omniture
Mobivox Selects ClickSquared for emails Solutions
Premiere Global Selects FioranoMQ
Q Interactive Acquires Postmaster Direct
eWayDirect and Dydacomp Partner to Launch Email Marketing and SEO Services
Majestic Realty Selects Microsoft for CRM-Integrated Email Marketing Platform
GlowHost.com Acquires DataCities.com
Sitebrand Collaborates with Silverpop
Blue Sky Factory Acquires nTarget
GSI Commerce Acquires e-Dialog
Heavy Metal Acquires Options Media Group Holdings
JangoMail Launches Google Analytics Integration Feature
North Bridge Growth Equity Acquires IMN
Options Media Group Holdings Acquires Options Acquisition Sub
American Apparel Deploys Lyris' ListManager Email Marketing Solutions
Return Path Takes Over Habeas
StreamSend Collaborates with Loan Choice Direct
Macmillan Publishers Chooses Silverpop to Promote Global Email Marketing
Lexnet Consulting Group Integrates StrongMail and Microsoft
Cozi Selects StrongMail Systems
7. FOCUS ON SELECT GLOBAL PLAYERS
Lyris, Inc. (USA)
Constant Contact®, Inc. (USA)
Epsilon Data Management, LLC (USA)
e-Dialog, Inc. (USA)
eCircle Ltd. (UK)
Emailvision, Inc. (USA)
ExactTarget, Inc. (USA)
iContact Corporation (USA)
MyEmma (USA)
StreamSend (USA)
Silverpop Systems, Inc. (USA)
SimplyCast.com (Canada)
StrongMail Systems, Inc. (USA)
Topica, Inc. (USA)
Vertical Response, Inc. (USA)
8. GLOBAL MARKET PERSPECTIVE
Table 24: World Recent Past, Current & Future Analysis for Email Marketing by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), and Rest of World Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)
Table 25: World Historic Review for Email Marketing by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), and Rest of World Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
Table 26: World 15-Year Perspective for Email Marketing by Geographic Region - Percentage Breakdown of Dollar Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), and Rest of World Markets for Years 2003, 2010 and 2017 (includes corresponding Graph/Chart)
III. MARKET
1. THE UNITED STATES
A. Market Analysis
US Email Usage Pointers
Market Statistics
Table 27: Top Email Clients in US (2009): Percentage Breakdown by Outlook 2000, 2003, Express, Yahoo! Mail, Hotmail, Outlook 2007, Apple Mail 3, Gmail, IPhone 2.0, Apple Mail 2, Lotus Notes 6-7 and AOL Desktop 9.1 (includes corresponding Graph/Chart)
Table 28: Preferred Modes of Email Communication in North America (2008): Percentage Breakdown for Email, Video Conferencing, Instant Messaging, Text Messages/ SMS and Web Conferences/Meetings (includes corresponding Graph/Chart)
Email Marketing Registers High Adoption Rate Amidst Recession
US Online Advertising - Taking a Breather from Economic Downturn
Emerging Trends in Email Marketing Volumes
Email to Remain a Strong Marketing Channel
Email Marketing Spending - Growth Oriented
Ad Spending on Online Social Network Services to Expand
Table 29: US Online Social Network Ad Spending in US$ Billion for Years 2008 through 2012 (includes corresponding Graph/Chart)
B2C Segment to Account for Larger Share of Spend
Services and Integration to Drive Growth
Nontraditional Providers to Capture Higher Portion of Email Budget
Cost Per Revenue - A New Metric in Digital Marketing
Table 30: US Online Ad Revenues (2007-2009): Percentage Breakdown of Revenues by Pricing Models - Performance Pricing Model, CPM Pricing Model and Hybrid Pricing Model (includes corresponding Graph/Chart)
CAN-SPAM Compliance
US CAN-SPAM Act Commercial Email Sender Requirements
Leveraging Overseas Opportunities
Select Regional Players
B. Market Analytics
Table 31: US Recent Past, Current & Future Analysis for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)
Table 32: US Historic Review for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2003 through 2008(includes corresponding Graph/Chart)
2. CANADA
Market Analytics
Table 33: Canadian Recent Past, Current & Future Analysis for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017(includes corresponding Graph/Chart)
Table 34: Canadian Historic Review for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
3. JAPAN
Market Analytics
Table 35: Japanese Recent Past, Current & Future Analysis for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017(includes corresponding Graph/Chart)
Table 36: Japanese Historic Review for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
4. EUROPE
A. Market Analysis
Regulatory Environment in Europe/UK
European Online Market Skyrockets
Table 37: Internet Penetration in Western Europe (2010): Percentage Breakdown of Usage by Age Groups - 18-24 and 25-34 during Time of week - Weekdays and Weekends (includes corresponding Graph/Chart)
Internet Penetration in Western Europe (2010): Ranking of Popular Online Activities
How Do Marketers Benefit from Online Advertising?
Online Ad Spend Across Europe
Table 38: European Social Networking (2010): Percentage of Social Networking Site Users by Leading Countries -UK, Spain, Portugal, Denmark, Italy, Belgium, Germany, Ireland, Finland, Sweden, Switzerland, France, Russia, Netherlands, Norway and Austria (includes corresponding Graph/Chart)
The United Kingdom
Top 10 Email Marketing Companies in UK (2010)
Email Marketing Witnesses High Growth
Table 39: UK Internet Penetration (2008- 2015) - Number of Internet Users (In Million) (includes corresponding Graph/Chart)
UK Internet Penetration (2010): Ranked by Popular Online Activities
Online Advertising in UK Market- An Overview
Table 40: UK Online Advertising Industry (2008): Percentage Breakdown of Online Advertising Spends by Industries - Recruitment, Automotive, Property, Technology, Finance, Entertainment, Telecom, Travel & Transport, Consumer Goods, Retail and Others (includes corresponding Graph/Chart)
Emerging Trends in UK Email Marketing Industry
Dynamic Content
Remarketing Messages
Operational Messages
Impact of Recession on Email Marketing in Europe
Analytics Boost Marketing Returns
Emerging Trends in European Wireless Email
Select Regional Players
B. Market Analytics
Table 41: European Recent Past, Current & Future Analysis for Email Marketing by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)
Table 42: European Historic Review for Email Marketing by Geographic Region - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets Independently Analyzed by Annual Revenue Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
Table 43: European 15-Year Perspective for Email Marketing by Geographic Region - Percentage Breakdown of Dollar Spending for France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets for Years 2003, 2011 & 2017 (includes corresponding Graph/Chart)
5. ASIA-PACIFIC
A. Market Analysis
Underutilized Potential for Email Marketing
Existence of Multiple Languages
The Issue of Spam/Junk Mail
Airline Industry - The Lone Winner
Online Advertising in Asia-Pacific Mostly Resilient to Recent Recession
Enterprise Mobility Drives the Mobile email Market
Table 44: Asia-Pacific Mobile Email Sector (2008): Number of Mobile Phone Users (in %) Accessing Emails through Mobile Phone for Select Countries - China, Hong Kong, Japan, and Australia (includes corresponding Graph/Chart)
Indian Email Marketing- A Nascent Concept
Table 45: Online Consumer Behavior in India (2008): Percentage Share Breakdown by Online Activities - Email, Chatting, Information Searches, Entertainment and E-Commerce for Different Consumer Categories (includes corresponding Graph/Chart)
China- Home to One of the World's Largest Internet User Population
Table 46: Internet Usage in China (2005-2010): Breakdown by Number of Internet Users, Population and Percentage Penetration of Users (includes corresponding Graph/Chart)
Table 47: A Glimpse of Demographic Proclivity Towards Internet (includes corresponding Graph/Chart)
China Relaxes 10-month Long Ban on Internet
B. Market Analytics
Table 48: Asia-Pacific Recent Past, Current & Future Analysis for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)
Table 49: Asia-Pacific Historic Review for Email Marketing Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
6. REST OF WORLD
Market Analytics
Table 50: Rest of World Recent Past, Current & Future Analysis for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2009 through 2017(includes corresponding Graph/Chart)
Table 51: Rest of World Historic Review for Email Marketing Analyzed with Annual Revenue Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)
IV. COMPETITIVE LANDSCAPE
E-mail Marketing published by Global Industry Analysts, Inc. in April 1, 2012. This report consists of Pages: 455 and the price starts from US $ 4600.
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