Market Insights Advertising & Media Advertising Direct Messaging Advertising

E-mail Advertising - Portugal

Portugal

Ad spending in the E-mail Advertising market in Portugal is forecasted to reach €20.01m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.81%, leading to an estimated market volume of €24.12m by 2029.
When compared globally, the United States is expected to have the highest ad spending (€3,117.00m in 2024).
The average ad spending per internet user in the E-mail Advertising market is projected to be €2.39 in 2024.
Portugal's E-mail Advertising market is seeing a surge in personalized campaigns, focusing on engaging content to drive higher click-through rates and conversions.

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

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Analyst Opinion

Email advertising in Portugal has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing use of digital platforms for marketing purposes.

Customer preferences: Portuguese customers have shown a growing preference for digital channels, including email, for receiving promotional messages and offers from businesses. This shift in preference can be attributed to several factors. Firstly, the convenience and accessibility of email make it an attractive option for consumers who can easily access their emails on various devices, including smartphones and tablets. Secondly, email allows for personalized and targeted marketing campaigns, which resonate well with Portuguese consumers who value personalized experiences. Lastly, email offers a cost-effective advertising option for businesses, allowing them to reach a large audience at a relatively low cost.

Trends in the market: One of the key trends in the email advertising market in Portugal is the increasing adoption of automation and artificial intelligence (AI) technologies. Businesses are leveraging these technologies to streamline their email marketing efforts, automate customer segmentation, and deliver personalized content based on individual preferences and behavior. This trend is driven by the need to improve the efficiency and effectiveness of email campaigns, as well as the desire to provide a more personalized and tailored experience to customers. Another trend in the market is the integration of email marketing with other digital marketing channels. Businesses are recognizing the importance of a multi-channel approach and are integrating their email campaigns with social media, search engine marketing, and other digital channels to create a cohesive and consistent brand experience for customers. This integration allows for cross-promotion and amplification of marketing messages, increasing the reach and impact of email campaigns.

Local special circumstances: Portugal has a relatively high internet penetration rate, with a large percentage of the population having access to the internet. This provides a fertile ground for email advertising, as businesses can reach a wide audience through email campaigns. Additionally, the Portuguese market is characterized by a high level of smartphone penetration, with a significant portion of the population using smartphones to access emails and other digital content. This mobile-centric behavior further contributes to the growth of email advertising in the country.

Underlying macroeconomic factors: The growth of the email advertising market in Portugal is also influenced by underlying macroeconomic factors. Portugal has experienced steady economic growth in recent years, which has led to increased consumer spending and business investments. This favorable economic environment provides businesses with the resources and confidence to invest in marketing activities, including email advertising. Furthermore, the increasing digitization of businesses and the shift towards online shopping have created a demand for digital marketing channels, including email, as businesses seek to reach and engage with customers online. In conclusion, the email advertising market in Portugal is witnessing significant growth due to changing customer preferences, the adoption of automation and AI technologies, integration with other digital marketing channels, local special circumstances such as high internet and smartphone penetration rates, and favorable macroeconomic factors. Businesses in Portugal are recognizing the value of email advertising in reaching and engaging with customers, and are leveraging digital platforms to deliver personalized and targeted marketing messages. As the digital landscape continues to evolve, email advertising is expected to play an increasingly important role in the marketing strategies of businesses in Portugal.

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.