Global E-mail Marketing Industry

Nov 03, 2011, 10:16 ET from Reportlinker

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Global E-mail Marketing Industry

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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.

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

corresponding Graph/Chart) 6

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 -

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

corresponding Graph/Chart) 9

Table 8: Global Internet Usage (2005-2010): Annual

Breakdown by Number of Users (Users in Million) (includes

corresponding Graph/Chart) 10

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

(includes corresponding Graph/Chart) 11

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

(includes corresponding Graph/Chart) 12

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

corresponding Graph/Chart) 13

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

(includes corresponding Graph/Chart) 16

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

(includes corresponding Graph/Chart) 20

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

corresponding Graph/Chart) 29

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

(includes corresponding Graph/Chart) 35

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

(includes corresponding Graph/Chart) 87

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

corresponding Graph/Chart) 88

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

corresponding Graph/Chart) 92

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

corresponding Graph/Chart) 100

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

corresponding Graph/Chart) 105

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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