The global email marketing software market value reached around USD 1.42 Billion in 2023. The increasing shift towards digital marketing and the growing need for businesses to engage directly with customers via personalised communication are primary market drivers. Email marketing remains one of the most cost-effective and high-return channels for businesses to promote products, offers, and brand awareness. Major brands like Starbucks and Amazon use sophisticated email marketing strategies to boost customer retention and sales. As a result, the industry is expected to grow at a CAGR of 11.30% during the forecast period of 2024-2032 to attain a value of USD 3.72 Billion by 2032. The rise of automation, AI, and data analytics in email marketing is enabling businesses to tailor their campaigns more effectively, further fuelling demand for advanced email marketing software solutions.
Base Year
Historical Year
Forecast Year
Value in USD Billion
2024-2032
Email Marketing Software Market Outlook
*this image is indicative*
Email marketing software is generally employed by marketing teams and companies for campaigns, branding, and online marketing. The general goals of email marketing software include increased user engagement, conversions, and customer lifetime value (CTLV), although email marketing software can also be sued for targeted goals. Some other key factors propelling the growth of the email marketing software market include the emergence of integrated software that leverages AI. Artificial intelligence offers various advantages including personalisation, data analysis, automation, and higher rates of conversion. These advantages are expected to increase the integration of artificial intelligence in email marketing and boost market growth.
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Rise of digital marketing in businesses, focus on interactive email content, and growth of targeted marketing are the key trends propelling the market growth.
The growing adoption of digital marketing by individuals and businesses is a major trend fuelling the growth of the market. This growth is attributed to the wider reach of digital marketing channels as compared to traditional methods. Email marketing, a more specific form of digital marketing, can quickly deliver marketing messages of a brand to large volumes of subscribers. Email marketing remains one of the most effective digital marketing channels, with an average ROI of USD 36 for every dollar spent, which boosts the email marketing software demand. This high return on investment encourages businesses to invest more in email marketing solutions as part of their overall digital strategies. For instance, TechSoup Polska experienced a 1,200% increase in order value from its email campaigns over a year by effectively communicating product offerings and support through targeted newsletters. Their strategy focused on informing organisations about new technologies and facilitating knowledge exchange, showcasing how effective email marketing can drive significant results.
The trend of interactive emails is significantly enhancing user engagement by allowing recipients to actively participate in the content. Incorporating features like quizzes, polls, and hover effects transforms static emails into dynamic experiences. Email marketing software market statistics reveal that 60% of email recipients are likely to engage with interactive emails, leading to a 73% increase in click-to-open rates compared to traditional emails. Moreover, these interactive elements can boost conversion rates by nearly 200%, with quizzes and surveys achieving a conversion rate of 70%, compared to just 36% for passive content, Brands like Bonjoro have successfully used video content in their emails, which not only captures attention but also drives higher engagement.
As data privacy regulations tighten globally, the focus on privacy and compliance is reshaping email marketing strategies. Marketers need to ensure adherence to laws such as GDPR and CCPA, which state transparency in data collection and usage. For example, many companies are now implementing clear opt-in mechanisms for their email lists, ensuring that subscribers understand how their data will be used. This shift is crucial as 91% of consumers express a preference for brands that do not violate data privacy. Furthermore, companies that demonstrate strong data protection practices often see improved customer trust and loyalty, which translates into higher engagement rates in their email campaigns.
Another crucial trend of email marketing software market is the surging popularity of personalised and targeted marketing. Delivery of targeted and personalised emails increases the open rate, thus contributing towards revenue growth. Additionally, the low cost of email marketing software makes them ideal for various brands and businesses for digital advertising. For instance, a significant 80% of consumers are more likely to make a purchase when brands offer personalised experiences. Companies that prioritise personalisation have also reported a 20% increase in sales on average which has led them to increase the implementation of personalised emails that can boost their reach. A study has also showcased that 75% of consumers are more likely to buy from retailers that recognise them by name, recommend options based on past purchases, or know their purchase history, revealing the importance of targeted marketing.
There is a rising trend towards incorporating interactive content within emails, such as polls, quizzes, and AMP (Accelerated Mobile Pages) features that allow users to engage directly within their inboxes. This shift from static to dynamic content enhances user experience and engagement levels. Interactive emails can significantly improve click-through rates and overall campaign effectiveness. For example, Google has effectively utilised interactive emails to showcase its products, such as the Pixel Buds. In a campaign, users could interact with the email to view different angles and colours of the product directly within their inbox.
As per the email marketing software industry analysis, as mobile devices continue to dominate internet usage, optimising email campaigns for mobile viewing has become crucial. Reports indicate that over 67% of emails are opened on mobile devices, prompting marketers to focus on responsive design and mobile-friendly content to ensure effective communication with their audience.
The increasing penetration of the internet across various age groups is further bolstering the effectiveness of email marketing software and the demand of email marketing software market. As more consumers become net-savvy, email usage is becoming commonplace, resulting in heightened potential for email marketing. For instance, the age group of 25 to 34 years constitutes over a third of online users, while 19% are aged 18 to 24 years. Younger demographics are particularly engaged with digital platforms, making them prime targets for email marketing campaigns. The high engagement levels among these age groups indicate a growing opportunity for businesses to reach these consumers through targeted email strategies.
A significant portion of email interactions occurs on mobile devices, with 67% of Gen Z and 59% of millennials primarily using smartphones for email access. This trend underscores the importance of optimising email content for mobile viewing, as a poor mobile experience can lead to higher deletion rates and lower engagement.
Deliverability remains a significant challenge for email marketers. In 2023, the average email deliverability rate was reported at 85.7%, meaning nearly 14.3% of marketing emails never reached the intended inbox. This includes 6.3% that landed in spam folders and 8% that were undelivered altogether. Many marketers (61%) cite improving email deliverability as a major challenge, which can negatively impact campaign effectiveness and ROI, consequently affecting the email marketing software market opportunities.
With increasing regulations such as GDPR and CCPA, businesses must navigate complex compliance landscapes. These regulations impose strict guidelines on how companies can collect, store, and use customer data, leading to increased concerns about data security and privacy. For instance, under the California Consumer Privacy Act (CCPA), Consumers have the right to know what personal information is being collected about them and how it is used and shared. Like GDPR, consumers can request the deletion of their personal information held by businesses, which can impact the effectiveness of email marketing.
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“Email Marketing Software Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Channel
Market Breakup by Deployment
Market Breakup by Enterprise Size
Market Breakup by Application
Market Breakup by End Use
Market Breakup by Region
Market Insights by Channel
In B2B commerce, email marketing software plays a crucial role in automating communication, personalising campaigns, and nurturing relationships with clients. According to a report by the U.S. Small Business Administration (SBA), B2B companies are increasingly adopting email marketing as a cost-effective strategy to reach decision-makers, boost customer loyalty, and improve ROI. The rise of personalisation and automation in email marketing is reshaping B2B communication, with businesses focusing on delivering relevant content to their subscribers. Government-backed initiatives, like the Digital Marketing Apprenticeship Program in the UK, are also encouraging businesses to adopt digital marketing tools, including email software, to stay competitive and optimise their marketing efforts.
However, the B2C segment is recognised as the largest in the email marketing software market due to the sheer volume of consumer-oriented businesses. Companies in sectors such as retail, e-commerce, and entertainment heavily leverage email marketing to engage directly with individual consumers. B2C email marketing targets a broad audience consisting of individual consumers with diverse interests and preferences. This allows for more extensive campaigns that can reach millions of potential customers quickly.
Market Insights by Deployment
The cloud-based segment reflects the growing preference among businesses for scalable and flexible solutions that cloud-based platforms offer, affecting the email marketing software market dynamics and trends. Cloud-based email marketing solutions typically require lower upfront investments compared to on-premises systems, which necessitate significant capital for hardware and software purchases, as well as ongoing maintenance costs. It also operates on a subscription model, making it more accessible for small and medium-sized enterprises (SMEs) that may not have the budget for extensive IT infrastructure.
Market Insights by Enterprise Size
Large enterprises typically have larger marketing budgets compared to SMEs, allowing them to invest in advanced email marketing solutions that offer features like automation, segmentation, and analytics. This capability enables them to execute large-scale campaigns that can effectively reach a global audience, contributing to the email marketing software industry revenue. Large organisations often require advanced functionalities that are available in high-end email marketing platforms such as robust analytics for measuring campaign performance.
Market Insights by Application
Email lead generation is expected to account for a significant portion of the email marketing software market, due to the advantages it offers including increased customer engagement and improved customer retention rates, among others. Growing utilisation of email lead generation by end uses such as healthcare, travel and transportation, retail and banking, finance, security, and insurance (BFSI) are expected to aid the market growth for email marketing software. Other features boosting the growth of email lead generation applications include the creation of email with engaging content and tailored presentation, targeted delivery, and email tracking. Email lead generation users also receive accurate customer data to boost their sales revenue further.
Email marketing platforms are increasingly incorporating sales reporting features, enabling businesses to track the effectiveness of email campaigns in driving sales. With detailed metrics such as open rates, click-through rates, and conversion rates, businesses can measure ROI more accurately. Customer management tools within email marketing software market allow businesses to segment their customer base, automate follow-up emails, and personalise content based on user behaviour. By integrating customer relationship management (CRM) systems, businesses can create more targeted campaigns.
Template management is another critical function, enabling businesses to design and maintain email templates that can be reused across campaigns. Email platforms like Mailchimp and SendGrid provide users with intuitive drag-and-drop editors and customisation options. A report from the UK’s Department for Digital, Culture, Media & Sport (DCMS) supports the idea of using template management tools to streamline marketing efforts and reduce time spent on designing individual emails.
Market Insights by End Use
The retail sector holds a significant email marketing software market share as retail businesses heavily rely on email marketing to drive sales, engage customers, and promote new products. Retail businesses utilise email marketing as a primary channel for direct communication with customers. This includes sending promotional offers, product recommendations, and personalised content based on customer preferences and shopping behaviour. Such targeted communication is crucial for driving sales and fostering customer loyalty.
Educational institutions are also using email marketing to communicate with students, alumni, and prospective students. Email campaigns are used for admissions, event announcements, and newsletters. U.S. Department of Education reports indicate that email is an essential communication tool for educational institutions, enabling direct and personal engagement with students. Personalised email marketing is crucial for maintaining student interest and improving enrolment numbers.
Government agencies are adopting email marketing for public communication, citizen engagement, and awareness campaigns. The U.K. Government Digital Service (GDS) advocates for using email for public sector communication to improve citizen interaction and government transparency. Agencies also use email marketing software to distribute newsletters and policy updates, ensuring efficient communication with the public.
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North America Email Marketing Software Market Dynamics
At a regional level, North America is anticipated to hold a sizable email marketing software market share over the forecast period due to the extensive adoption of email marketing software for business-to-business (B2B) and business-to-customer (B2C) channels. A growing number of businesses in the region have increased the employment of email marketing software to enhance their advertising efforts which boosts the growth of the email marketing software industry. The regional market expansion of email marketing software is also aided by the presence of various medium and small-sized firms in North America. Additionally, a rising number of marketers in the United States have increased the utilisation of email marketing software to provide effective services to their clients.
Asia Pacific Email Marketing Software Market Trends
The Asia Pacific region is witnessing one of the fastest growth rates in the market, with countries like India and China leading the charge. Internet penetration in these countries has surged, with over 800 million internet users in India alone as of 2023, significantly expanding the potential audience for email marketing as well as email marketing software market revenue.
The rapid growth of e-commerce in the region is fuelling demand for effective email marketing tools. For example, the e-commerce sector in China is expected to exceed USD 2 trillion by 2025, prompting businesses to leverage email marketing for customer engagement and retention.
Europe Email Marketing Software Market Drivers
European businesses are increasingly adopting digital marketing strategies, with email marketing being a key component. The stringent GDPR encourages businesses to adopt robust email marketing solutions that ensure compliance and enhance customer trust. This regulatory framework has led to more sophisticated email marketing practices aimed at maintaining data privacy and security which can significantly impact the email marketing software market value. For instance, businesses are required to obtain explicit consent from users before sending marketing emails. Many companies have moved to double opt-in processes, where users must confirm their subscription through a follow-up email.
Latin America Email Marketing Software Market Growth
Latin America is becoming an attractive market for email marketing software due to its increasing internet penetration and smartphone usage. As of 2023, internet penetration reached approximately 65%, providing a larger base for digital marketing initiatives, which can eventually boost the email marketing software demand growth. Many small and medium-sized enterprises (SMEs) in Latin America are adopting email marketing as a cost-effective way to reach customers. This trend is driving demand for affordable email marketing solutions tailored to local businesses.
Middle East and Africa Email Marketing Software Market Overview
The Middle East and Africa are experiencing rapid digital transformation, with increasing internet connectivity and mobile usage driving engagement with digital channels. As of the end of 2023, mobile internet penetration in Sub-Saharan Africa reached about 27%, facilitating greater access to email services, which impacted the email marketing software demand forecast. Businesses in this region are increasingly adopting advanced marketing technologies, including email marketing software, to enhance customer engagement and retention strategies. The market growth is further supported by government initiatives aimed at boosting digital economies and improving technological infrastructure.
Startups in the market are leveraging innovative technologies and strategies to carve out their niche and compete with established players. Startups are integrating multiple communication channels, including SMS and live chat, into their email marketing platforms, providing a comprehensive solution for customer engagement. These companies often offer user-friendly interfaces and affordable pricing models, making advanced email marketing accessible to small and medium-sized enterprises (SMEs) and startups.
Moosend
Moosend is a user-friendly email marketing platform that caters primarily to startups and small businesses. It offers a range of features designed to simplify the email marketing process, including an intuitive drag-and-drop email builder, automation capabilities, and advanced segmentation options. Moosend allows users to create personalised email campaigns by utilising dynamic content blocks and merge tags, which enhance engagement by tailoring messages to individual subscriber preferences.
Brevo (formerly Sendinblue)
Brevo is a comprehensive marketing platform that integrates email marketing with SMS and chat functionalities, making it suitable for startups that require multi-channel communication. It offers a variety of tools for creating automated email campaigns based on user behaviour, allowing businesses to nurture leads effectively. Brevo's intuitive interface enables users to design visually appealing emails with customisable templates, while its API facilitates easy integration with e-commerce platforms and CRMs.
Companies in the email marketing software market are increasingly adopting innovative strategies and technologies to enhance their offerings and improve customer engagement. A significant trend is the integration of artificial intelligence (AI), which allows businesses to create highly personalised email campaigns by analysing customer behaviour and preferences. For instance, platforms like Mailchimp have introduced AI-driven tools that help marketers optimise content and analyse performance, making campaigns more effective.
LeadGnome, Inc. was established in 2014 and is headquartered in Massachusetts, United States. The company mines emails to generate new contacts, enhancing existing leads, and provide intelligence to fuel sales acceleration. LeadGnome aids in eliminating time and effort required to review every individual email reply as well as in filling in missing information and synchronising all data with MAP/CRM.
Phonexa Holdings, LLC is a software development company that was established in 2016 and is headquartered in C...
SendWorks was established in 2016 and is based out of California, United States. Their products and services i...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other market players include ConvertKit LLC and EmailOctopus (Three Hearts Digital Ltd), among others.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2023, the market reached an approximate value of USD 1.42 Billion.
The email marketing software market is assessed to grow at a CAGR of 11.30% between 2024 and 2032.
The market is estimated to witness healthy growth in the forecast period of 2024-2032 to reach a value of around USD 3.72 Billion by 2032.
The major market drivers include increased adoption of email marketing software for lead generation, rising popularity of enhanced advertising campaigns, growing adoption of digital communications, and emergence of startups.
The key trends fuelling the growth of the market include emergence of AI integrated email marketing software, availability of customised email marketing software, and elevating popularity of personalised and targeted marketing.
The major regions in the market are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.
The primary channels of email marketing software are business-to-business (B2B) and business-to-customer (B2C).
The various end uses in the market include banking, finance, security, and insurance (BFSI), IT and telecommunications, retail, healthcare, consumer goods, and travel and transportation, among others.
The significant applications of email marketing software in the market include email lead generation, sales reporting, customer management, template management, and reporting and analytics, among others.
The key players in the global email marketing software market, according to the report, are LeadGnome, Inc., Phonexa Holdings, LLC, ConvertKit LLC, EmailOctopus (Three Hearts Digital Ltd), and SendWorks, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Channel |
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| Breakup by Deployment |
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| Breakup by Enterprise Size |
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| Breakup by Application |
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| Breakup by End Use |
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| Breakup by Region |
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| Market Dynamics |
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| Trade Data Analysis |
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| Price Analysis |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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