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2023
The Russian email marketing market grew by 15.2% over the year and reached ₽3,8 billion
The Russian email marketing market showed an increase in volume by 15.2% in 2023, to 3.8 billion rubles. Data from the analytical study, published on June 17, 2024, shows a 46.2% increase in market volume for the period from 2019 to 2023.
According to GuideMarket, significant growth is associated with the blocking of a number of alternative marketing tools and a general increase in prices for advertising services. Over the past five years, there has been only one decrease in the real volume of the market by 1.7% in 2022.
The main users of email marketing are FMCG and financial services companies, followed by representatives of the media and entertainment industries. Transport, educational and travel organizations show less activity in using this tool.
In the industry, there is a trend towards the introduction of gamification elements in mailings and the use of AMP technologies that allow you to make purchases and leave feedback directly in letters. Companies are focusing on collecting and analyzing customer data.
Market participants celebrate the transition from mass mailings to personalized communication. Of particular importance is the adaptation of the design of emails to various devices and support for dark themes.
The development of artificial intelligence technologies opens up new opportunities for process automation and accurate targeting. Analytical tools allow you to track the effectiveness of advertising campaigns and optimize communication strategies.
Email marketing maintains the position of an effective tool for direct interaction with the target audience. Companies use it to inform new products, promotions and special offers.
The growth of the market is supported by the recognition of the effectiveness of email marketing in the modern digital economy. Companies are investing in the development of this communication channel to strengthen ties with customers and increase sales.[1]
An explosive jump in development was recorded in the Russian market of email marketing services
The service market email-marketing Russia in received an explosive jump in development in 2023. Such information has been TAdviser shared by representatives of DashaMail since November 29, 2023. At rubles the end of the year, the market volume will add 0.5 billion and amount to 3.8 billion, which is almost 15% more than in 2022, experts predict DashaMail based on data obtained during the study.
 | "Previously, we did not observe such growth rates, and in 2022, on the contrary, against the background of the geopolitical situation and market restructuring, we noted a slowdown. However, the current year showed an explosive jump. Almost half of this growth was provided by inflation at the level of 7-7.5%, but the other half is precisely organic growth, "said Yulia Rozhkova, CEO of DashaMail. |  |
In her opinion, the leap in development confirms the relevance of email mailings as a working tool among marketers and other professional groups.
In 2024, the Russian email marketing market, according to the DashaMail forecast, also expects a high growth rate - 10.1%. The volume will be 4.2 billion rubles, and then the pace will return to the previous average annual values (about 7.9%). By 2027, total revenue will reach 5.3 billion rubles, which is 40% more than in 2023.
In 2022, the largest share in the email marketing market in Russia was occupied by FMCG (16%) and the financial sector (14%) with volumes of 530 million and 480 million rubles, respectively. The third place is taken by representatives of the media and entertainment industry (450 million rubles and 13.5%). To a lesser extent, email services were used by companies from the transport and logistics industries (9%), education (8%) and tourism (7%).
In 2027, the picture will change, analysts at DashaMail believe. In particular, companies from the media and entertainment industry and the financial sector will lead the market with an increase in shares to 15% and a market volume of 790 million rubles for both. FMCG companies will continue to be key customers for ESP- and CDP-platforms, but the share will decrease to 14% with a volume of 740 million rubles.
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