Market Insights Advertising & Media Advertising Direct Messaging Advertising

E-mail Advertising - China

China

Ad spending in the E-mail Advertising market in China is forecasted to reach €1.48bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 6.31%, leading to an estimated market volume of €2.01bn by 2029.
When compared globally, the United States will generate the highest ad spending (€3,149.00m in 2024).
The average ad spending per internet user in the E-mail Advertising market in China is projected to be €1.21 in 2024.
China's E-mail Advertising market is rapidly evolving, with a focus on personalized content and advanced data analytics to target specific consumer segments.

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

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Analyst Opinion

Email advertising is a rapidly growing industry in China, driven by changing customer preferences and the increasing adoption of digital technologies.

Customer preferences: Chinese consumers are increasingly relying on digital channels for communication and information, leading to a shift in advertising preferences. Email advertising provides a direct and personalized way for brands to reach their target audience, making it an attractive option for marketers. Additionally, the convenience and accessibility of email on mobile devices have further fueled the demand for email advertising.

Trends in the market: One of the key trends in the email advertising market in China is the rise of mobile email usage. With the widespread adoption of smartphones, more and more Chinese consumers are accessing their emails on mobile devices. This trend has led to the development of mobile-friendly email campaigns, with responsive designs and optimized content for smaller screens. Marketers are also leveraging mobile-specific features, such as push notifications and location-based targeting, to enhance the effectiveness of their email advertising campaigns. Another trend in the market is the increasing use of data-driven email marketing strategies. Chinese companies are investing in advanced analytics tools to gather and analyze customer data, allowing them to deliver more personalized and targeted email campaigns. By segmenting their customer base and tailoring their messages accordingly, brands can improve engagement and conversion rates. Moreover, the integration of email marketing with other digital channels, such as social media and search advertising, is becoming more prevalent in China. This integrated approach enables brands to create a cohesive and consistent customer experience across multiple touchpoints.

Local special circumstances: China has a unique digital landscape, with its own set of regulations and platforms. The country has strict data privacy laws, which require companies to obtain explicit consent from users before sending them promotional emails. This has led to the development of permission-based email marketing practices, where users have to opt-in to receive marketing communications. Furthermore, popular email service providers in China, such as Tencent and Alibaba, have their own email platforms, which marketers need to consider when planning their email advertising campaigns.

Underlying macroeconomic factors: China's booming e-commerce industry is a major driver of the email advertising market. With the rise of online shopping, brands are increasingly using email marketing to promote their products and drive traffic to their websites. The growing middle class in China has also contributed to the expansion of the email advertising market, as more consumers have disposable income to spend on goods and services. In conclusion, the email advertising market in China is experiencing significant growth due to changing customer preferences, the rise of mobile email usage, the adoption of data-driven marketing strategies, and the country's unique digital landscape. As brands continue to invest in email advertising, it is expected that the market will further expand and evolve in the coming years.

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.