Market Insights Advertising & Media Advertising Direct Messaging Advertising

E-mail Advertising - United Kingdom

United Kingdom

Ad spending in the E-mail Advertising market in the United Kingdom is forecasted to reach €0.77bn in 2024.
The anticipated annual growth rate (CAGR 2024-2029) is 4.51%, leading to a projected market volume of €0.96bn by 2029.
When compared globally, the United States is expected to lead in ad spending with €3,149.00m in 2024.
The average ad spending per internet user in the E-mail Advertising market is projected to be €13.19 in 2024.
The United Kingdom is experiencing a surge in targeted e-mail advertising campaigns, leveraging data analytics for personalized customer engagement and higher conversion rates.

Key regions: Japan, Germany, United States, Europe, Asia

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Analyst Opinion

The Email Advertising market in United Kingdom has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing reliance on digital communication channels.

Customer preferences: Customers in United Kingdom have shown a growing preference for email as a means of communication and receiving promotional content. With the rise of smartphones and the increasing accessibility of the internet, email has become a convenient and efficient way for businesses to reach their target audience. Email allows for personalized and targeted marketing campaigns, which can lead to higher engagement and conversion rates. Additionally, customers appreciate the ease of accessing and organizing emails, making it a preferred method for receiving promotional offers and updates.

Trends in the market: One of the key trends in the Email Advertising market in United Kingdom is the shift towards mobile optimization. With the majority of consumers accessing their emails on mobile devices, it has become crucial for marketers to ensure that their email campaigns are mobile-friendly. This includes responsive design, optimized content, and easy navigation. Marketers are also leveraging the power of data analytics to personalize email content and deliver more relevant messages to their customers. By analyzing customer behavior and preferences, marketers can tailor their email campaigns to specific segments, increasing the likelihood of engagement and conversion. Another trend in the Email Advertising market in United Kingdom is the integration of email marketing with other digital channels. Marketers are increasingly using email as part of a multi-channel marketing strategy, combining it with social media, content marketing, and search engine optimization. This integration allows for a more holistic approach to reaching and engaging customers, as well as providing a consistent brand experience across different touchpoints.

Local special circumstances: The United Kingdom has a highly competitive retail market, with a large number of businesses vying for customers' attention. This has led to a greater emphasis on targeted marketing strategies, including email advertising. Businesses in United Kingdom are investing in email marketing to stand out from the competition and build stronger relationships with their customers. Additionally, the GDPR (General Data Protection Regulation) has had a significant impact on the email advertising market in United Kingdom. The regulation has led to stricter rules regarding data protection and consent, forcing businesses to be more transparent and accountable in their email marketing practices. This has resulted in a more cautious approach to email advertising, with businesses focusing on obtaining explicit consent from customers and ensuring compliance with the GDPR.

Underlying macroeconomic factors: The strong digital infrastructure and high internet penetration rate in United Kingdom have contributed to the growth of the Email Advertising market. With a large population of internet users, businesses have a wide reach and can target a diverse customer base through email marketing. Additionally, the growing e-commerce sector in United Kingdom has created opportunities for businesses to promote their products and services through email campaigns. The convenience and accessibility of online shopping have made email advertising an effective tool for driving traffic and sales. In conclusion, the Email Advertising market in United Kingdom is developing due to changing customer preferences, the need for mobile optimization, the integration of email marketing with other digital channels, local special circumstances such as GDPR, and underlying macroeconomic factors such as strong digital infrastructure and a growing e-commerce sector. Businesses in United Kingdom are recognizing the value of email advertising as a cost-effective and efficient way to reach and engage their target audience.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on E-mail Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for creating and sending e-mail advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.