全球電子郵件營銷行業(yè)市場前景及投資研究報告-培訓課件外文版2024.6

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TRENDSEmailmarketingworldwideCHAPTER

01OverviewNumberofe-mailusersworldwidefrom2017to2026(inmillions)Numberofe-mailusersworldwide2017-20265,0004,7304,5944,4814,3714,5004,0003,5003,0002,5002,0001,5001,0005004,2584,1474,0373,9303,8233,71802017201820192020202120222023*2024*2025*2026*3Description:Despitethegrowthandprominenceofmobilemessengersandchatapps,e-mailisanintegralpartofdailyonlinelife.In2022,thenumberofglobale-mailusersamountedto4.26billionandissettogrowto4.73billionusersin2026.

ReadmoreNote(s):UnitedStates;2017to2022;*Forecast2017to2020datafrompreviouspublicationsReadmoreSource(s):TheRadicatiGroupDailynumberofemailssentworldwideasofApril2024bycountry(inbillions)Countrieswithhighestnumberofemailssent2024Emailssentinbillions5012346789109.711UnitedStatesGermanyIreland8.58.48.3NetherlandsUnitedKingdomFrance8.38.3Austria8.2Japan8.28.2IndiaAustralia8.14Description:AsofApril18,2024,theUnitedStateswasthecountrywiththehighestnumberofemailssentdaily,withalmosttenbillion.GermanyandIrelandfollowed,with8.5billionand8.4billionemailsdaily,respectively.Overall,theNetherlands,theUnitedKingdom,andFranceeachhad8.3billionemailssentperday.AsofDecember2023,over241millionemailsweresentworldwidewithinoneminute.ReadmoreNote(s):Worldwide;April18,2024Source(s):CiscoTalosIntelligenceGroupMonthlyshareofspaminthetotale-mailtrafficworldwidefromJanuary2014toDecember2023Spam:shareofglobale-mailtrafficmonthly2014-202375%70%65%60%55%50%45%40%35%5Description:Spammessagesaccountedforover46.8percentofe-mailtrafficinDecember2023.Russiageneratedthelargestshareofunsolicitedspame-mailsin2022,with31.5percentofglobalspame-mailsoriginatingfromthecountry.

ReadmoreNote(s):Worldwide;January2014toDecember2023Source(s):KasperskyLabE-mailmarketingrevenueworldwidefrom2022to2032(inbillionU.S.dollars)E-mailmarketingrevenueworldwide2022-2032403530252037.53126.122.418.916.914.515129.71058.370202220232024*2025*2026*2027*2028*2029*2030*2031*2032*6Description:In2023,theglobale-mailmarketingmarketwasvaluedat8.3billionU.S.dollarsandthesourceprojectedthatthefigurewouldincreaseto18.9billionby2028.Thecompoundannualgrowthrate(CAGR)forthatperiodisexpectedtoamountto18.8percent.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):Market.usCHAPTER

02UsageKeymetricsotherthanopenratesusedbymarketerstodeterminee-mailmarketingcampaignsuccessworldwideasofDecember2023Mostusedemailmarketingmetricsworldwide202330%26.5%25%20%15%10%5%23.8%14.8%10.8%3.4%3.4%0%ConversionrateCTRE-mailROIReply/submissionrateCTOROther8Description:Duringasurveycarriedoutamongmarketersinninecountriesworldwide,theconversionrate-thenumberofviewerswhoconvertedasashareofthetotalnumberofviewers-wasthemostpreferredmetrictodeterminethesuccessofe-mailmarketingcampaignsotherthantheopenrate,with26.5percentofprofessionalsrelyingonit.Click-through-rate(CTR)-theamountofclicksthatanadreceivesasashareofthetotalnumberoftimesithasbeendisplayed-camesecond,with[...]

ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoLeadingtypesofe-mailmarketingcampaignsusedworldwidein2023Leadinge-mailmarketingcampaigntypesworldwide2023Shareofrespondents0%2%4%6%8%10%12%14%16%18%NewsletterPromotional16.8%15.3%LeadnurtureWelcome11.6%11.6%Surveys8.2%8.1%7.8%7.6%7.3%FeedbackColde-mailSeasonalOnboardingCart/browseabandonment5.7%9Description:Duringa2023surveycarriedoutamongmarketersinselectedcountriesworldwide,newsletterswerethemostpopulartypeofemailmarketingcampaigns,with16.8percentofprofessionalssendingitouttoexistingandpotentialcustomers.Thepromotionale-mailcampaignsfollowedwith15.3percentofprofessionalsusingitfortheirmarketingpurposes.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoLeadinge-mailmarketingprioritiesaccordingtoprofessionalsworldwideasofMay2023Leadinge-mailmarketingprioritiesforprofessionalsworldwide2023Shareofrespondents20%0%ExpandhowyouusepersonalizationAutomatemoreaspectsofyoure-mailprogramRefinetestinge-mailmeasurement/performanceImproveROIofe-mailprogram10%30%40%50%60%55%48%44%38%37%36%36%Improve/betterunderstanddeliverabilityStreamlineworkflows/approvalsImprovedatamanagementImplementdesignsystems22%Investinnewe-mailtools19%10Description:Accordingtoa2023survey,theleadingpriorityof55percentofe-mailmarketingprofessionalsfortheupcomingyearwastoexpandhowtheyusedpersonalization.Another48percentofthesameprofessionalswantedtoputtheirfocusonautomatingmoreaspectsoftheire-mailcampaigns.Just19percentreportedthattheywouldinvestinnewe-mailtools.ReadmoreNote(s):Worldwide;asofMay2023;440respondents;e-mailmarketersSource(s):Litmus;MarketingChartsKeyobjectivesofe-mailmarketingcampaignsworldwideasofDecember2023fortheupcomingyearLeadinge-mailmarketingcampaignobjectivesworldwide202418%16%16%14%12%10%8%14.6%14.6%13.9%13.3%12%8.5%7.2%6%4%2%0%11Description:Duringa2023surveycarriedoutamongmarketersinselectedcountriesworldwide,productawarenessandpromotionswerethekeyobjectivesoftheire-mailmarketingcampaigns-with16percentofrespondentschoosingthem.Retentionandnewsletterscamesecond,eachnamedby14.6percentofrespondents.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoShareofemailmarketingcampaignssentwithsubjectlinepersonalizationworldwideasofDecember2023Subjectlinepersonalizationratesine-mailmarketingworldwide2023Didn'tsendanywithpersonalization8.8%Lessthan50%26.0%Morethan50%64.7%12Description:In2023,around65percentofmarketingprofessionalsfromselectedcountriesworldwidesentoutmorethanhalfoftheire-mailmarketingcampaignswithsubjectlinepersonalizationincluded.Another9percentofthesameprofessionalsdidnotsendanye-mailswithpersonalizedsubjectlines.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoBestdayoftheweekforsendingoute-mailmarketingcampaignsaccordingtomarketersworldwideasofDecember2023Mostpreferredweekdayfore-mailmarketingcampaignsworldwide2023Shareofrespondents0%5%10%15%20%25%30%35%40%MondayTuesdayWednesdayThursdayFriday15.7%35.3%19.6%12.4%6.5%SaturdaySunday7.2%3.3%13Description:Duringa2023surveycarriedoutamongmarketersinselectedcountriesworldwide,around35percentsharedthatTuesdayswerethemostpreferredweekdayforsendingoute-mailmarketing.Wednesdayscamesecond,witharound20percentofrespondentspickingthemasasuitabledayfore-mailcampaigning.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoAreasinwhichmarketersusedautomationthemostworldwideasofFebruary2024Areasinwhichmarketersusedautomationthemostworldwide2024Shareofrespondents20%

30%0%10%40%50%60%EmailmarketingSocialmediamanagementContentmanagementPaidads58%49%33%32%SMSmarketing30%CampaigntrackingLandingpages28%27%Livechat24%SEOefforts22%Account-basedmarketingWorkflows/visualizationSalesfunnelcommunicationsPushnotificationsDynamicwebformsLeadscoring20%20%19%18%18%17%14Description:DuringaFebruary2024globalsurveyamongmarketingdecision-makers,approximately58percentreportedautomatingtheiremailmarketingefforts.Socialmediaandcontentmanagementfollowed,asrespectively49and33percentofrespondentssaidtheyusedautomationinthoseareas.ReadmoreNote(s):Worldwide;February2024;387respondents;amongmarketingdecision-makersSource(s):Ascend2CHAPTER

03Metrics&effectivenessMarketinge-mailopenratesworldwidein2023Marketinge-mailopenratesworldwide202370%60%50%57.8%40%30%30%20%10%0%9.3%2.9%Between10%and20%Lessthan10%Morethan50%Between20%-50%16Description:In2023,30percentofmarketersfromaroundtheworldstatedthattheire-mailmarketingcampaignshadanopenratebetween10and20percent.Another57.8percentsharedthattheiropenrateswerebetween20and50percent.

ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondentsSource(s):MailmodoChangesine-mailopenratesobservedbymarketersworldwidein2023E-mailopenrateschangeamongmarketersworldwide2023Nochanges23.0%Openratesdecreased9.7%Openratesincreased66.7%17Description:In2022,around67percentofmarketersfromaroundtheworldstatedthattheire-mailmarketingcampaignshadanincreasedopenratecomparedtowhattheyobservedin2021.Another23percentsharedthattheyexperiencednochangesintheopenratesoftheire-mailcampaigns.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoDistributionofmarketingemailssentviaselectedprovidersworldwideinSeptember2023,bydeliverystatusDeliverystatusofmarketingemailsworldwide2023,byproviderShareSpamInboxLost50%0%10%20%30%40%60%70%80%90%100%ActiveCampaignGetResponseCampaignMonitorCleverReachKlick-TippMailjetHubSpotMoosendRapidmailMailify18Description:InSeptember2022,theshareofemailssentoversoftwareprovidedbyGetResponsethatreachedtheinboxoftheirrecipientsstoodat86.58percentandwasthehighestamongtheproviderspresentedinthedataset.ForMailChimp,theshareamountedto80.66percent.ReadmoreNote(s):Worldwide;September2023Source(s):CleverReachDistributionofmarketingemailssentinselectedindustriesworldwideinSeptember2023,bydeliverystatusDeliverystatusofmarketingemailsworldwide2023,byindustryShareSpamInboxLost50%0%10%20%30%40%60%70%80%90%100%ClothingHome&gardenFood&drinkPetsEntertainmentElectronicsCosmetics&beautySport&fitnessHealthJob&careerFinanceDatingOther19Description:InSeptember2023,theshareofmarketingemailssentoverbytheclothingsectorthatreachedtheinboxoftheirrecipientsstoodat86.76percentandwasthehighestamongtheindustriespresentedinthedataset.Fordatingindustryemails,theshareamountedto81.58percent.ReadmoreNote(s):WorldwideSource(s):CleverReachE-mailmarketingreturnoninvestment(ROI)improveratesaccordingtomarketersworldwideasofDecember2023ROIimproveratesine-mailmarketingcampaignsworldwide202360%52.8%50%40%30%20%16.4%12.9%8.6%10%0%5.7%3.6%OnetimeTwotimesThreetimesFourtimesMorethanfourtimesNoimprovement20Description:In2023,around52percentofmarketingprofessionalsreportedatwo-timeimprovementrateintheire-mailmarketingcampaigns'returnoninvestment(ROI)rates.Another5.7percentmarkedafourtimeslargerROIratecomparedtotheir2022one.Anadditional12.9percentofmarketerssawnoROIimprovement.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoClick-to-openratesofmarketinge-mailsworldwidein2022,byindustryClick-to-openratesofmarketinge-mailsworldwide2022,byindustryClick-to-openrate0%2%4%6%8%10%12%14%16%18%FinancialservicesPublishing16.68%14.47%CommunicationsTechnology&hightechLegalservicesSports&activitiesNon-profits11.83%11.77%9.75%8.29%8.01%TravelInternetmarketingAutomotive7.69%7.66%7.52%7.41%7.4%EducationAgenciesArts&entertainment7.2%21Description:In2022,marketinge-mailsinthefinancialservicessectorhadthehighestclick-to-openrate,at16.68percent.Publishingandcommunicationsfollowed,with14.47percentand11.83percent,respectively.ReadmoreNote(s):Worldwide;2022Source(s):GetResponseLikelihoodtohabituallyoptoutofmailinglistsduetomistrustofbrandsamongconsumersintheUnitedStatesasofDecember2023,byagegroupLikelihoodtooptoutofmailinglistsintheU.S.2023,byagegroup64.3%62%60%50%40%30%20%10%0%55.5%53.8%53.3%18-2425-3435-44Agegroup45-5455-6422Description:DuringaDecember2023surveyintheUnitedStates,roughlytwo-thirds(or64.3percent)ofconsumersaged55to64reportedhabitually(alwaysormostofthetime)optingoutofbrands'mailinglists.Amongintervieweesaged18to24,therespectivesharestoodatapproximately53percent.ReadmoreNote(s):December2023;1,500respondents;amongworking-ageconsumersSource(s):AttestUseofsocialmedialinksine-mailmarketingfootersworldwideasofDecember2023Socialmedialinkratesine-mailmarketingcampaignssentworldwide2023Didn'tuseane-mailfooter2.9%No11.8%Yes85.3%23Description:In2023,around85percentofmarketingprofessionalsfromselectedcountriesworldwidesentouttheircompany'ssocialmedialinksintheire-mailfooters.Anotherthreepercentofthesameprofessionalsdidnotuseane-mailfooterintheircampaignsatall.ReadmoreNote(s):Worldwide;November4,2023,toDecember5,2023;235respondents;emailmarketers,emaildevelopers,emaildesigners,deliverabilityexpertsSource(s):MailmodoClick-to-openratesofmarketinge-mailsinselectedcountriesworldwidein2022Click-to-openratesofmarketinge-mails2022,bycountryOpenrate0%5%10%15%20%25%CanadaBelgiumGermanyPolandIndiaUkraine20.12%12.98%12.11%10.41%9.82%9.56%9.16%8.91%8.72%IsraelRussiaUnitedStatesNetherlandsRomaniaGreatBritainSingapore7.9%6.94%6.65%6.49%24Description:In2022,marketinge-mailsinCanadahadaclick-to-openrateof20.12percent,thehighestamongtheselectedglobalcountriespresentedinthedataset.InBelgium,theratestoodat12.98percent.GermanyandPolandfollowedwith12.11and10.41percent,respectively.ReadmoreNote(s):Worldwide;2022Source(s):GetResponseClick-throughratesofmarketinge-mailsinselectedcountriesworldwidein2022Click-throughratesofmarketinge-mailsworldwide2022,bycountryOpenrate0%1%2%3%4%5%6%7%8%CanadaBelgium7.41%4.5%GermanyNetherlandsPoland4.18%3.61%3.22%UnitedStatesIsrael2.68%2.26%2.26%RussiaItaly2.05%2.04%1.97%1.91%1.84%AustraliaPhilippinesFranceGreatBritain25Description:In2022,marketinge-mailsinCanadahadaclick-throughrateof7.41percent,highestamongtheselectedglobalcountriespresentedinthedataset.InGermany,theratestoodat4.18percent.

ReadmoreNote(s):Europe;2022Source(s):GetResponseUnsubscriberatesofmarketinge-mailsinselectedcountriesworldwidein2022Unsubscriberatesofmarketinge-mailsworldwide2022,bycountryOpenrate0.2%0.0%Netherlands0.1%0.1%0.2%0.3%0.3%0.28%0.28%BelgiumRussia0.23%GermanyFrance0.18%0.17%AustraliaItalyPoland0.16%0.13%0.13%Canada0.12%0.12%0.12%GreatBritainUkraineRomaniaColombia0.1%0.1%26Description:In2022,marketinge-mailsinNetherlandsandBelgiumbothhadanunsubscriberateof0.28percent,highestamongtheselectedcountriespresentedinthedataset.InVietnam,theratestoodat0.04percentandwasthelowestintheset.

ReadmoreNote(s):Europe;2022Source(s):GetResponseCHAPTER

04MarketingpersonalizationandAIAreasinwhichdata-drivenmarketingwascurrentlythemostusefulaccordingtomarketingdecision-makersworldwideasofJune2023Areasinwhichdata-drivenmarketingwascurrentlythemostusefulworldwide2023Shareofrespondents0%10%20%30%40%50%EmailmarketingCustomerexperience/journeymappingPersonalization47%46%40%Paidadvertising37%Products/servicesdevelopmentForecastingresults/performanceOmnichannelmarketing35%26%9%28Description:AsofJune2023,approximately47percentofmarketingdecision-makerssurveyedworldwideincludedemailmarketingamongtheareasinwhichdata-drivenmarketingwasthemostuseful.Customerexperienceandjourneymappingfollowedclosely,mentionedby46percentofrespondents.ReadmoreNote(s):Worldwide;ontheweekofJune12,2023;380respondentsSource(s):Ascend2;Varioussources(researchpartners)FavoritetypesofbrandmessagingamongconsumersworldwideasofNovember2023Favoritetypesofbrandmessagingamongconsumersworldwide2023Shareofrespondents0%

10%

20%30%40%50%60%70%80%90%100%92%Providesaconsistentexperience,regardlessofwhereIinteractwithitRewardsmeformyloyalty88%88%UsesmydatainawaythatmakesmefeelcomfortableTreatsmelikeanindividual85%82%StrivestodeveloparelationshipSurprisesmewithrewardsIdon'texpectMakesmefeelspecial,likeaVIP77%75%71%Influencesmylifebeyondtheproductsandservicesthatitprovides29Description:AsofNovember2023,approximately92percentofconsumerssurveyedworldwidereportedfavoringabrand'smessagingthatprovidedaconsistentuserexperienceregardlessofwheretheyinteractedwithit.Rewardingcustomersfortheirloyaltyandusingtheirdatainawaythatmadethemfeelcomfortabletiedinsecond,bothmentionedby88percentofrespondents.ReadmoreNote(s):Worldwide;SeptembertoNovember2023;10,394respondents;18-77yearsSource(s):Econsultancy;MarigoldEffectivenessofartificialintelligence(AI)inemailmarketinginEuropeandintheUnitedStatesasofAugust2023EffectivenessofAIinemailmarketinginEurope&theU.S.202360%50.7%50%40%30%20%29.9%10.4%9%10