London, 24 January 2012

The UK market for email marketing platforms and services grew by an estimated 15.5% in 2011 to a value of £388 million, according to Econsultancy research published this week.

Econsultancy’s valuation includes revenue earned by email service providers (ESPs), money spent on agency services (in addition to ESP revenues), and the cost of internal staff resources relating specifically to email.

According to Econsultancy’s Email Marketing Platforms Buyer’s Guide 2012, the rise of cross-channel marketing is helping to fuel growth in email, as the channel is seen as an essential element of a wider campaign.

According to the report, there are no signs that increased use of social media is sounding the death knell for email, as the two channels continue to reinforce each other.

Although inbox functionality and user behaviour are evolving, email continues to grow because it is cost-effective, inherently measurable and delivers high return-on–investment. With efforts to reduce spam, sending marketing emails is seen as less intrusive than other channels, given that consumers are used to communicating with companies via email.

Econsultancy’s Research Manager Aliya Zaidi said: “There have been plenty of exciting new developments in the email world in the last year, which are driving growth in the industry. The demand for increased relevance will be the key battleground for email, due to the rise of the priority inbox and grey-mail filters.

“The growth of social media and greater volume of emails means companies can simply no longer afford to ignore email tactics that will increase the effectiveness of their campaigns, including personalisation, targeting, and segmentation.”

The research also highlighted the importance of adapting email for different devices, given that consumers increasingly check their emails while on the move, using mobile and tablet devices.

Zaidi added: “The rise of new devices present both opportunities and challenges for email marketers. On one hand, email is now everywhere; marketers have the ability to reach customers anywhere, at any time, and be highly relevant and targeted.

“However, companies need to adapt their messages to optimise the mobile and touch-screen experience, which only a minority of marketers are currently doing, according to Econsultancy / RedEye research published last year.”

Publication of the buyer’s guide will be followed by the latest Econsultancy / Adestra Email Marketing Industry Census, due to be published in March 2012. Last year’s census found that email continues to be an essential component of the marketing mix, with the vast majority of companies (72%) rate email as “good” or “excellent” in terms of return on investment.

Key market trends in 2012

-) Email continues to flourish as the inbox evolves
-) Cross-channel marketing bolsters further growth in email
-) Location-based marketing provides quick wins for email
-) Multiple devices impact on email design
-) Demand for quality content and greater relevance

About this report

Our 2012 Email Marketing Platforms Buyer’s Guide assesses the UK marketplace for email services from the perspective of the buyer.
The report contains an overview of market trends and profiles of 20 companies offering email marketing platforms and email-related services.

Which vendors/technology platforms are featured in the buyer’s guide?

Adestra, Alterian, Communicator Corp, dotMailer, eCircle, e-Dialog, Emailcenter, Emailvision, emarsys, ExactTarget, Experian Cheetahmail, Lateral Group, MailPerformance UK, Neolane, Newsweaver, Pure360, Redeye, Responsys, Silverpop, Strongmail.
Download Econsultancy’s Email Marketing Platforms 2012 Buyer’s Guide today.

Report URL


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Media contacts

Aliya Zaidi, Research Manager Econsultancy
(e: aliya.zaidi AT t: 0207 269 1466)

About Econsultancy

Econsultancy is a privately owned, subscription-based online publisher and community with offices in London and New York. With over 105,000 global members, it offers best practice reports, analysis and insight into the business of digital marketing and e-commerce.

Econsultancy hosts more than 100 events globally each year ranging from roundtables to large conferences for 1000+ delegates.

Econsultancy’s website and blog attracts over 180,000 unique users per month and its range of courses and conferences are attended by over 3,000 marketers every year on its public courses and in-house customised training programmes. The company launched the UK's only MSc in Digital Marketing together with Manchester Metropolitan University in 2009.

For more information, visit or follow @econsultancy on Twitter.

Published on: 1:00PM on 24th January 2012