E-mail Advertising - Italy | Statista Market Forecast

Ad spending in the E-mail Advertising market in Italy is forecasted to reach US$155.90m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.98%, leading to an estimated market volume of US$196.90m by 2030.
When compared globally, the United States will 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$3.18 in 2024.
In Italy, the growing trend in E-mail Advertising within the Advertising market is leveraging localized content to engage consumers effectively and drive higher conversion rates.

Definition:

E-mail Advertising spending refers to the advertising budget allocated by advertisers to their e-mail marketing campaigns, specifically focusing on the budget for the creation and distribution of e-mail advertisements.

Additional information:

E-mail Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes. In scope: |The advertising budget used for e-mail advertisements |Software fees for creating and sending e-mail advertisements

The advertising budget used for e-mail advertisements
Software fees for creating and sending e-mail advertisements

Service agencies
Consultant fees
Production costs
Design services

The Email Advertising market in Italy has experienced significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital technologies.

Customer preferences: Italian consumers have shown a growing preference for digital communication channels, including email. This shift in preference can be attributed to several factors, such as the convenience and accessibility of email, the ability to personalize messages, and the increasing use of smartphones and other mobile devices. Additionally, email marketing allows for targeted advertising, enabling businesses to reach specific customer segments with tailored messages.

Trends in the market: One of the key trends in the Email Advertising market in Italy is the increasing use of automation and personalization. Businesses are leveraging advanced email marketing tools and technologies to automate their campaigns, ensuring timely and relevant communication with customers. This not only improves the effectiveness of email advertising but also enhances the overall customer experience. Another trend in the market is the integration of email marketing with other digital marketing channels. Businesses are recognizing the importance of a multi-channel approach and are incorporating email marketing into their overall marketing strategies. This integration allows for a more cohesive and coordinated marketing effort, resulting in a higher return on investment.

Local special circumstances: Italy has a large and diverse consumer market, with varying preferences and behaviors across different regions. This diversity presents both opportunities and challenges for email advertisers. Businesses need to understand the local preferences and adapt their email marketing strategies accordingly. For example, certain regions may have a higher preference for personalized emails, while others may respond better to promotional offers or discounts.

Underlying macroeconomic factors: The growth of the Email Advertising market in Italy is also influenced by macroeconomic factors. Italy has a strong digital infrastructure and high internet penetration, providing a favorable environment for email marketing. Additionally, the country's economic stability and increasing consumer spending power contribute to the growth of the market. In conclusion, the Email Advertising market in Italy is experiencing significant growth, driven by changing customer preferences, the adoption of digital technologies, and the integration of email marketing with other digital channels. Businesses need to adapt their strategies to cater to the diverse preferences of Italian consumers, while also leveraging automation and personalization to enhance the effectiveness of their email campaigns. The favorable macroeconomic factors in Italy further support the growth of the market.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.