The UK market for email marketing platforms and services will be worth an estimated £495 million by the end of 2013, 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 the Email Marketing Platforms Buyer’s Guide 2013, the market grew by 13% in 2012 to a value of £438 million, and will grow by a further 13% in 2013.

Despite the proliferation of different channels which can be used to communicate with consumers, email’s efficiency, reliability and relative transparency have helped secure budget allocation.

According to the guide, email creates the best return for brands when it is integrated with other channels. With consumer journeys no longer being a linear experience, businesses need to treat email as part of a wider cross-channel marketing strategy.

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.

Econsultancy’s Research Analyst Bola Awoniyi said: “The rise of new devices presents both opportunities and challenges for email marketers. 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. Failure to do so can result in lost business or create a negative perception of the brand."

Key market trends in 2013

-) Email continues to deliver strong and measurable return on investment

-) Companies focus on cross-channel marketing as consumer touch points proliferate

-)Data-driven email strategy drives efficiency, but few take advantage

-) Mobile keeps growing in size and influence

-) Context is just as important as content
About this report

Econsultancy's 2013 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 22 companies offering email marketing platforms and email-related services.

Which Email Service Providers are featured in the buyer’s guide?

Adestra, Communicator Corp, dotMailer, Emailcenter, Emailvision, emarsys, Epsilon, ExactTarget (a company), Experian, HubSpot, Lateral Group, Lyris, Neolane (acquired by Adobe in July 2013), Newsweaver, Pure360, RedEye, Responsys, SDL, Selligent, Silverpop, StrongView (formerly StrongMail), Teradata eCircle.

Download Econsultancy’s Email Marketing Platforms 2013 Buyer’s Guide today.

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For more information about this report, contact:

Bola Awoniyi, Research Analyst, Econsultancy
bola.awoniyi AT

About Econsultancy

Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events.

Founded in 1999 and with over 200,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.



Published on: 4:00PM on 18th September 2013