Market Insights Advertising & Media Advertising Direct Messaging Advertising

E-mail Advertising - Australia

Australia

Ad spending in the E-mail Advertising market in Australia is forecasted to reach €231.90m in 2024.
The annual growth rate (CAGR 2024-2029) is expected to be 2.80%, leading to a projected market volume of €266.20m by 2029.
When compared globally, the United States is anticipated to generate the highest ad spending at €3,149.00m in 2024.
The projected average ad spending per internet user in the E-mail Advertising market in Australia is €8.99 in 2024.
Australia's e-mail advertising market is witnessing a surge in personalized campaigns, leveraging advanced analytics to target specific demographics effectively.

Key regions: Japan, Germany, United States, Europe, Asia

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Analyst Opinion

The Email Advertising market in Australia is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Australia are increasingly relying on email as a primary communication channel, both for personal and professional purposes. With the rise of smartphones and mobile devices, email has become easily accessible and convenient for users on the go. As a result, advertisers are recognizing the potential of email advertising to reach a wide audience and deliver targeted messages.

Trends in the market: One of the key trends in the Australian Email Advertising market is the shift towards personalized and interactive email campaigns. Advertisers are leveraging advanced data analytics and segmentation techniques to tailor their email content to individual recipients, ensuring that the messages are relevant and engaging. This trend is driven by the desire to cut through the clutter and deliver more personalized experiences to customers. Another trend in the market is the integration of email advertising with other digital marketing channels. Advertisers are leveraging the power of email to drive traffic to their websites, social media platforms, and other online channels. By incorporating links, buttons, and interactive elements in their email campaigns, advertisers are able to seamlessly connect with customers and drive engagement across multiple touchpoints.

Local special circumstances: Australia has a highly digitized population, with a high internet penetration rate and a strong culture of online shopping. This makes email advertising an effective and efficient marketing tool for businesses in the country. Additionally, Australia has strict regulations regarding email marketing, which have helped to foster trust and confidence among consumers. These regulations require businesses to obtain consent before sending commercial emails, ensuring that recipients are more likely to engage with the content.

Underlying macroeconomic factors: The strong economic growth in Australia has contributed to the development of the Email Advertising market. As the economy expands, businesses are investing more in marketing activities, including email advertising, to capitalize on the growing consumer demand. Furthermore, the increasing adoption of digital technologies and the rise of e-commerce have created new opportunities for email advertising in Australia. In conclusion, the Email Advertising market in Australia is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of email advertising to reach a wide audience and deliver targeted messages. The shift towards personalized and interactive email campaigns, integration with other digital marketing channels, and the strict regulations in Australia are driving the growth of the market. Additionally, the strong economic growth and the increasing adoption of digital technologies in the country are creating new opportunities for email advertising.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on E-mail Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for creating and sending e-mail advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.