Global E-mail Marketing Industry

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Global E-mail Marketing Industry
Published on April 2011

Report Summary

This report analyzes the global market for E-mail Marketing in US$ Million. 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 mostly extracted from URL research and reported select online sources.

Table of Content

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONs 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 3
Quantitative Techniques & Analytics 3
Product Definitions and Scope of Study 3

2. GLOBAL INDUSTRY OVERVIEW 4
A Prelude 4
Outlook 4
Market Dynamics 5
Table 1: Worldwide Advertising Market (2010): Percentage
Breakdown by Media -Television, Newspapers & Magazines,
Internet, Radio, Outdoor & Others and Cinema (includes
corresponding Graph/Chart) 5

Table 2: Top Email Advertising Modes (2009) (includes
Competition 6
Table 3: Top 10 North American Email Marketing Companies
(2011): Ranking Based on Overall Performance Criteria 6
Table 4: Top 10 Social Networking Websites (Mar 2011): Ranked
by Number of Visits (includes corresponding Graph/Chart) 7
Table 5: Global Online Search Market (2Q 2010): Percentage
Breakdown of Market Share by Leading Service Providers -

Global E-mail Marketing Industry (From Slideshare) Page 1/14


Google, Yahoo!, Microsoft and Others (includes corresponding
Graph/Chart) 7

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) 7
Email Marketing Makes a Comeback During Recession 8
Email Marketing Budgets Expand Post Financial Crisis 8
Smartphones Emerge as Winners Amid Recession 8
Factors Influencing Industry Prospects 9
Growth Drivers 9
Internet Usage - Increasing by the Day 9
Table 7: Number of Business Email Users Worldwide (2008 &
2010): Breakdown by Geographic Regions - North America,
Asia, Other Americas, Europe, Africa and Oceania (includes

Table 8: Global Internet Usage (2005-2010): Annual
Breakdown by Number of Users (Users in Million) (includes

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) 10

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
Cost Advantage and Campaign Tracking 11
Table 11: Commonly Used Tracking Metrics for Email
Marketing (2011): Percentage Breakdown by Organizations
Using the Metrics (includes corresponding Graph/Chart) 12
Retention Email 12
Table 12: Email Marketing Spend in the US (2010 and 2013):
Percentage Share Breakdown by Major Types -Retention
Marketing, Acquisition Marketing and Transactional Email
Data Integration 13
Ad-Supported Newsletter Spending 13
Improvements in IM and Email Technology 13
Social Network Spending 13
Table 13: Worldwide Online Social Network Ad Spending in
US$ Million for Years 2006 through 2011 (includes
Customer Relationship Management 14



Integrated Campaigns 14
Newsletter 14
Internet Direct Mail 14
Customer Acquisition 14
Market Restraints 14
Lack of Familiarity with Email Marketing 14
Inadequate Technical Expertise 14
Problems Faced by Service Providers in Monetizing Media
Campaigns 15
Limited Budgets 15
Table 14: Allocation of Email Marketing in Total Marketing
Budget (2009): Percentage Breakdown by Organization Size
Critical Elements of Email Marketing 16
More to Email Marketing than Just Sales Increase 16

3. MARKET TRENDS & ISSUES 17
Growing Frequency of Email Marketing 17
Table 15: Popularity of Email Marketing Versus Other
Advertising Modes (includes corresponding Graph/Chart) 17
Social Media Interactions - An Unstructured Wealth of Information 17
Marketers Yet to Leverage Email Marketing to the Fullest 18
Tailored Marketing Emails for Smarter Customer Engagement 18
Marketers Switching to ESPs to Compensate for Staffing Losses 18
Behavioral Targeting - An Out-of-Box Service 18
Marketing Budgets Moving Online 19
Shift towards Relevant Messaging 19
Group Commerce - A New Trend in Email Marketing 19
Increasing Move Towards Adoption of Automation 19
Growing Usage of Integrated Marketing Programs 19
Focus on List Hygiene Factors 20
Mobile Email Marketing to Emerge as Mainstream Option 20
Table 16: Mobile Internet Penetration Rate in Overall Mobile
Phone User Base for Select Countries for the Year 2008
Top Mobile Internet Activity Among Customers in Select
Regions - BRIC (Brazil, Russia, India and China), United
States, and Europe 21
Video Email Marketing Riding the Popularity Wave 21
Table 17: Benefits from Video Email Services for Email
Marketing Business (2010) (includes corresponding Graph/
Chart) 21
Table 18: Percentage Breakdown of Popular Video Email Uses by
Small Business Enterprises (2010) (includes corresponding
Graph/Chart) 22
Other Trends 22

4. EMAIL MARKETING AND BRAND LOYALTY 23



Email Marketing Helping to Generate Brand Loyalty 23
Email Marketing- Keeping Customers Informed 23
Social Media and Email Marketing- A Potent Combination 24

5. SERVICE OVERVIEW 25
Definition 25
Features 25
Forms 25
Direct Email 25
Retention Email 25
Third Party Advertising 26
Types 26
Conquest emails 26
Conversion emails 26
Loyalty emails 26
Opt-In Email Advertising 26
Viral Marketing 27
Advantages 27
Reach 27
Cost Effectiveness 27
Speed 27
Versatility 27
High-Response Rate 27
Immediacy 27
Segmentation and Targeting 28
Completely Trackable 28
Profit-Making Potential 28
Relation Management 28
Environment Friendly 28
Targeted 28
Disadvantages 28
What is Spam' 28
Table 19: Main Spam Mail Varieties (2009): Percentage
Breakdown by Brand Promotion Emails, Internet Services,
Financial Services, Adult emails, Scams and Others (includes
Solutions for Combating Spam 29
Direct Email 29
Technological Options 29
Self-Regulation 29
Legislation 30
Email Marketing Software 30
Features 30
Advantages 30
Email Marketing Campaign: Requisites 31
Planning 31
Determination of Objectives and Addressing Expectations 31
Data Preparation and Target Audience 31



Measuring and Managing Data 32
Ascertaining Effectiveness of Email Marketing 32
Email Testing Parameters 32
'From' Field 32
Subject Line 32
Layout 32
Copy Length 33
Time, Frequency and Day Testing 33
Testing Processes 33
A/B split test 33
Random test 33
Email Marketing Metrics 33
Open Rates 33
Average Opens per Opener 33
Opens per Opener 34
Unique Open Rate 34
Table 20: Industry/Institutions with Highest Unique Open
Rates for Email Marketing (2008) (includes corresponding
Graph/Chart) 34
Click Rates 35
Table 21: Email Marketing Click Rates by Number of Links
Average Total Click-through Rates 35
Table 22: Industry/Institutions with Highest Click-through
Rates for Email Marketing (2008) (includes corresponding
Graph/Chart) 35
Delivery Rate 36
Table 23: Delivery Rate of Emails (2009): Percentage of
Bounce Mails by Mailing Frequency (includes corresponding
Graph/Chart) 36
Measured Open Rate 36
Click-to-Open Rate 36
Click-through Rate or Average Clicks per Clicker 36
Bounce Rate 37
Spam Complaint Rate 37
Unsubscribe Rate 37

6. SERVICE INTRODUCTIONS/INNOVATIONS 38
Amazon Launches Simple Email Service (SES) as Email Marketing
Tool 38
iCubes Unveils iCubes Mobile Application 38
ExactTarget Introduces Real-Time A/B Testing Tool 38
Lyris Releases Upgraded Email Marketing Software, ListManager 11 38
Campaigner Introduces Free Email Marketing Service in Canadian
Market 38
icontact Launches Email Marketing Application for Android
Smartphone in the US 39
iContact Unveils iContact for Salesforce Enterprise Cloud



Computing Platform 39
Chroma Creative Launches Email Marketing Program 39
Implix Introduces GetResponse360 Email Marketing Service 40
Radiant Systems Unveils Customer Connect 40
Left Behind Games Launches Panoptic Email Marketing Campaign 40
Emailvision to Introduce New Campaign Commander' Features 40
Campaigner Launches Email Marketing Software on Intuit App Center 41
Delivra Unveils Email Marketing Master Certification Program 41
e-Dialog Introduces New Features in Insight Builder' Solution 41
StreamSend Introduces Email Analyzer 42
VerticalResponse Introduces Email Creation Upgrade 42
Pure360 Introduces Advanced Version of PureResponse Email
Marketing Software 42
eCircle Introduces New Version of eC-messenger Email Software 43
eCircle Launches SpoilMeNow.co.uk Lead Generation Website 43
Delivra Introduces Email Marketing Capabilities 43
ActiveCampaign Unveils Email Marketing Software Advanced Version 44
Deluxe Launches EasyContact(SM) Email Marketing Software 44
e-Dialog Introduces Precision Central'7.5 Email Tools 45
Emailvision Integrates Campaign Commander Email Marketing
Framework with Salesforce.com 45
Email Data Source Introduces Alerts Web-Based Module 45
e-Dialog Introduces Precision Central Version 7.0 46
BrightDoor Teams with VerticalResponse to Provide Integrated
Email Marketing 46
Implix Launches GetResponse 6.0 Email Marketing Solution 47
Benchmark Launches API to Simplify Information Exchange with
Other Web Sites 48
XL Technologies Incorporates Twitter Attributes into
eCampaignPro' Email Marketing Services 48
Campaigner Debuts StartUp! Services for Small Businesses 49
US Auto Parts Implements Tableau Software 49
Clash-Media Introduces Extended Email Marketing Service under
Proactive Online Lead Generation 49
eCircle Launches Brands2Win.co.uk Lead Generation Site 50
Innovyx Introduces Dialogue 1to1 Version 6.0 50
VerticalResponse Unveils VerticalResponse for Non-Profits 51
StrongMail Systems Introduces StrongMail® Message Studio
Express Bundle 51
Lyris Introduces New Version of Lyris HQ 51
Mailworkz Introduces Free Email-Marketing-4-Life 52
Emailvision Introduces New Campaign Commander' 7 Version 52
RatePoint Unveils Feature Improvements in Email Marketing
Solutions 52
Yesmail Introduces New Module for Emails Marketing 53
Cenicola-Helvin Launches BannerMailer, Emails Marketing and
Newsletter Management System 53
Microsoft Office Live Small Business Introduces Web Service



with Enhancements and New Features 54
JangoMail Introduces Improved Reporting Features to Web-Based
Solution 54
CSG Systems Unveils Precision Email Application 55

7. RECENT INDUSTRY ACTIVITY 56
DG3 Acquires Ace Group, an e-marketing Solutions Provider 56
VerticalResponse Announces Product Integration with vBulletin 56
NTT Communications and ExactTarget Introduce CoTweet in Japan 56
TA Associates Snaps Up Majority Stake in eCircle 57
Thomas Cook UK & Ireland Selects e-Dialog to Implement
Customer Email Campaigns 57
Experian Takes Over A-Care Systems 57
MediaTrust Snaps Up Kenzei LLC 58
eCircle Undertakes 2018 FIFA World Cup Email Marketing Operation 58
VeriSign Enters into Collaboration with RatePoint 58
Pizza Patron Enters into Strategic Collaboration with Fishbowl
Marketing 59
Democrasoft and iContact Sign Marketing Agreement 59
Goodmail Systems Enters into Collaboration with Liveclicker 60
Mansell Group Acquires WhatCounts 60
IBM Takes Over Unica 60
Bite Communications Acquires OneXeno 61
ExactTarget Purchases mPath Global 61
StrongMail Takes Over Magnetik and Conversea Marketing 61
Responsys Acquires Eservices Group 62
Constant Contact Takes Over NutshellMail 62
Riverside Acquires Mansell Group 62
theSkinnyScoop Partners with Constant Contact 62
StrongMail Integrates Email Marketing Solution with SAP® CRM 63
Alliance Data Systems Signs Email Marketing Agreement with La
Quinta 63
Vertical Response Partners with Grand River 64
Sacramento Metro Chamber and StreamSend Collaborate with Metro
Chamber 64
Unica Acquires Pivotal Veracity 64
ExactTarget Takes Over CoTweet 65
Asda Enters into Partnership with eCircle 65
Mars Drinks Deploys GSI E-Commerce Solution 65
Betfair Announces Selection of smartFOCUS 66
Dave & Buster's Signs Agreement with ExactTarget 66
Mansell Group Acquires Premiere Global Services Email
Marketing Operations 66
Responsys Takes Over Smith-Harmon 67
Alliance Data Systems Signs Marketing Agreement with Reed
Business Information 67
GSI Inks Multiyear Agreement with CPWM 67
Visionamics Selects TransMedia Group Services 68



Yesmail Inks New Partnership Agreement with ShareThis 68
Stressdesign Establishes New Subsidiary AXNT 69
Hawaiian Airlines Selects Sapient as Direct Marketing Partner 69
RatePoint Enters into Partnership Agreement with Parallels 69
ReferenceUSA Renamed as ReferenceGROUP 70
Experian CheetahMail Bags emails Marketing Contract from T-Mobile 70
StrongMail Selects Curve Interactive as Creative Partner Agency 70
Lyris Completes Acquisition of Facultas 71
British Museum Company Selects Lyris HQ for Optimization of
Email Marketing 71
MobiVentures Takes over Purepromoter 71
Mansell Group Acquires Sevista 72
GSI Commerce Secures Multiyear Contract from Toys 'R' Us 72
StrongMail Selects Curve Interactive as Creative Partner Agency 72
Cable Shopping Network Deploys ExactTarget for Omniture 73
Mobivox Selects ClickSquared for emails Solutions 73
Premiere Global Selects FioranoMQ 73
Q Interactive Acquires Postmaster Direct 74
eWayDirect and Dydacomp Partner to Launch Email Marketing and
SEO Services 74
Majestic Realty Selects Microsoft for CRM-Integrated Email
Marketing Platform 74
GlowHost.com Acquires DataCities.com 75
Sitebrand Collaborates with Silverpop 75
Blue Sky Factory Acquires nTarget 76
GSI Commerce Acquires e-Dialog 76
Heavy Metal Acquires Options Media Group Holdings 76
JangoMail Launches Google Analytics Integration Feature 76
North Bridge Growth Equity Acquires IMN 76
Options Media Group Holdings Acquires Options Acquisition Sub 77
American Apparel Deploys Lyris' ListManager Email Marketing
Solutions 77
Return Path Takes Over Habeas 77
StreamSend Collaborates with Loan Choice Direct 77
Macmillan Publishers Chooses Silverpop to Promote Global Email
Marketing 78
Lexnet Consulting Group Integrates StrongMail and Microsoft 78
Cozi Selects StrongMail Systems 78

8. FOCUS ON SELECT KEY PLAYERS 80
Lyris, Inc. (USA) 80
Constant Contact®, Inc. (USA) 80
Epsilon Data Management, LLC (USA) 80
e-Dialog, Inc. (USA) 81
eCircle Ltd. (UK) 81
Emailvision, Inc. (USA) 81
ExactTarget, Inc. (USA) 82
iContact Corporation (USA) 82



MyEmma (USA) 83
StreamSend (USA) 83
Silverpop Systems, Inc. (USA) 83
SimplyCast.com (Canada) 83
StrongMail Systems, Inc. (USA) 83
Topica, Inc. (USA) 84
Vertical Response, Inc. (USA) 84

9. GLOBAL MARKET PERSPECTIVE 85
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) 85

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) 86

Table 26: World 15-Year Perspective for Email Marketing by
Geographic Region - Percentage Breakdown of Dollar Spending
for US, Canada, Japan, Europe, Asia-Pacific (Excluding Japan)
and Rest of World Markets for Years 2003, 2010 and 2017

10. SELECT REGIONAL ANALYSIS 88

10a. THE UNITED STATES 88
Market Outlook 88
US Email Usage Pointers 88
Recent Market Statistics 88
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

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) 89
Email Marketing Registers High Adoption Rate Amidst Recession 89
US Online Advertising - Taking a Breather from Economic Downturn 89
Emerging Trends in Email Marketing Volumes 90
Email to Remain a Strong Marketing Channel 90



Email Marketing Spending - Growth Oriented 90
Ad Spending on Online Social Network Services to Expand 90
Table 29: US Online Social Network Ad Spending in US$
Billion for Years 2008 through 2012 (includes corresponding
Graph/Chart) 91
B2C Segment to Account for Larger Share of Spend 91
Services and Integration to Drive Growth 91
Nontraditional Providers to Capture Higher Portion of Email
Budget 91
Email Penetration to Level off in 2010 92
Cost Per Revenue - A New Metric in Digital Marketing 92
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
CAN-SPAM Compliance 93
US CAN-SPAM Act Commercial Email Sender Requirements 93
Leveraging Overseas Opportunities 93
Select Regional Players 94

10b. EUROPE 96
Market Outlook 96
Regulatory Environment in Europe/UK 96
European Online Market Skyrockets 96
Table 31: 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 97
Internet Penetration in Western Europe (2010): Ranking of
Popular Online Activities 97
How Do Marketers Benefit from Online Advertising' 97
Online Ad Spend Across Europe 98
Table 32: 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) 98
The United Kingdom 99
Top 10 Email Marketing Companies in UK (2010) 99
Email Marketing Witnesses High Growth 99
Table 33: UK Internet Penetration (2008-2015) - Number of
Internet Users (In Million) (includes corresponding
Graph/Chart) 99
UK Internet Penetration (2010): Ranked by Popular Online
Activities 100
Online Advertising in UK Market- An Overview 100
Table 34: 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
Emerging Trends in UK Email Marketing Industry 101
Dynamic Content 101
Remarketing Messages 101
Operational Messages 101
Impact of Recession on Email Marketing in Europe 101
Analytics Boost Marketing Returns 102
Emerging Trends in European Wireless Email 102
Select Regional Players 102
Market Analytics 103
Table 35: European Recent Past, Current & Future Analysis for
Email Marketing by Geographic Region - France, Germany,
Italy, United Kingdom, Spain, Russia and Rest of Europe
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 103

Table 36: European Historic Review for Email Marketing by
Geographic Region - France, Germany, Italy, United Kingdom,
Spain, Russia and Rest of Europe Markets Independently
Analyzed by Annual Spending in US$ Million for Years 2003
through 2008 (includes corresponding Graph/Chart) 104

Table 37: European 15-Year Perspective for Email Marketing by
Geographic Region - Percentage Breakdown of Dollar Spending
for France, Germany, Italy, United Kingdom, Spain, Russia and
Rest of Europe Markets for Years 2003, 2010 & 2017 (includes

10c. ASIA-PACIFIC 106
Market Outlook 106
Underutilized Potential for Email Marketing 106
Existence of Multiple Languages 106
The Issue of Spam/Junk Mail 106
Airline Industry - The Lone Winner 107
Online Advertising in Asia-Pacific Mostly Resilient to Recent
Recession 107
Enterprise Mobility Drives the Mobile email Market 107
Table 38: 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) 108
Indian Email Marketing- A Nascent Concept 108
Table 39: 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) 109
China- Home to One of the World's Largest Internet User
Population 110
Table 40: Internet Usage in China (2005-2010): Breakdown by
Number of Internet Users, Population and Percentage
Penetration of Users (includes corresponding Graph/Chart) 110

Table 41: A Glimpse of Demographic Proclivity Towards
Internet (includes corresponding Graph/Chart) 111
China Relaxes 10-month Long Ban on Internet 111

COMPETITIVE LANDSCAPE

Total Companies Profiled: 166 (including Divisions/Subsidiaries - 170)

------------------------------------------
Region/Country Players
------------------------------------------
The United States 102
Canada 7
Japan 1
Europe 36
Germany 3
The United Kingdom 22
Italy 2
Spain 1
Rest of Europe 8
Asia-Pacific (Excluding Japan) 21
Middle-East 2
Africa 1
------------------------------------------


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