E-mail Advertising - EU-27

EU-27

Highlights

Ad spending in the E-mail Advertising market in EU-27 is forecasted to reach US$1.63bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.01%, leading to a projected market volume of US$1.94bn by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$3.40bn in 2024).
The average ad spending per internet user in the E-mail Advertising market is projected to be US$4.20 in 2024.
In the EU-27, E-mail Advertising is seeing a shift towards personalized, targeted campaigns to enhance engagement and conversion rates in the competitive advertising market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Email Advertising market in EU-27 has been experiencing steady growth in recent years, driven by the increasing adoption of digital marketing strategies by businesses across the region.

Customer preferences: Customers in the EU-27 have shown a growing preference for email advertising as a means of receiving promotional messages from brands. This is due to the convenience and personalization that email marketing offers. With email advertising, businesses can target specific customer segments based on their preferences and behavior, delivering tailored messages that are more likely to resonate with recipients. Additionally, customers appreciate the ability to easily unsubscribe from email lists if they no longer wish to receive promotional messages.

Trends in the market: One of the key trends in the Email Advertising market in EU-27 is the shift towards mobile optimization. With the increasing use of smartphones and tablets, customers are accessing their emails on mobile devices more frequently. As a result, businesses are increasingly focusing on optimizing their email campaigns for mobile devices, ensuring that the content is easily readable and the call-to-action buttons are easily clickable on smaller screens. Another trend in the market is the use of automation and personalization in email marketing campaigns. Businesses are leveraging advanced email marketing tools to automate their campaigns, allowing them to send targeted messages at specific times based on customer behavior. This not only saves time and resources for businesses but also improves the customer experience by delivering relevant content.

Local special circumstances: While the Email Advertising market in EU-27 is generally growing, there are some local special circumstances that impact the market in specific countries. For example, countries with higher internet penetration rates, such as the Netherlands and Denmark, have a larger customer base for email advertising. On the other hand, countries with lower internet penetration rates, such as Romania and Bulgaria, may have a smaller market for email advertising.

Underlying macroeconomic factors: The growth of the Email Advertising market in EU-27 is also influenced by underlying macroeconomic factors. As the economy improves and consumer spending increases, businesses are more willing to invest in marketing strategies, including email advertising. Additionally, the increasing digitalization of businesses and the growing importance of online channels for sales and marketing also contribute to the growth of the Email Advertising market. In conclusion, the Email Advertising market in EU-27 is experiencing steady growth due to customer preferences for personalized and convenient marketing messages. The market is characterized by trends such as mobile optimization and automation, which enhance the effectiveness of email marketing campaigns. However, there are local special circumstances and underlying macroeconomic factors that influence the growth of the market in specific countries.

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.