Global Email Deliverability Tools Market Size, Share, & COVID-19 Impact Analysis, By Deployment (Cloud and On-premise), By Enterprise Type (Small and Medium Enterprises (SMEs), Large Enterprises), By Type (Reputation Monitoring, Email Verification and List Cleaning, Email Authentication, and Others (Deliverability Analytics)), By Industry (BFSI, IT & Telecommunication, Healthcare, Education, Retail and E-commerce, Travel and Hospitality, and Others (Media and Entertainment)) and Regional Forecast, 2024-2032

Email deliverability tools are a set of software and solutions designed to improve the chances of emails being successfully delivered to recipient’s inboxes rather than being flagged as spam or ending up in the junk folder. The tools monitor and optimise numerous aspects of email campaigns to ensure higher deliverability rates, such as checking for issues that might cause emails to be marked as spam, managing sender reputation, validating emails lists, and providing insights on email performance and engagement metrics.

The global email deliverability tools market is anticipated to demonstrate a healthy growth in the forthcoming years, driven by the increasing internet users, 5G adoption, and utilization of cloud-based data analytics. According to Oberlo in 2023, the daily volume of emails sent and received reached an average of 347.3 billion, showing a 4.3% increase as compared to 2022. The number is projected to reach 361.6 billion, in the upward trend in 2024. Additionally, the average open rate of emails was 19.7% in 2022, indicating the need for email deliverability tools by organisations of diverse sectors for increased recognition and penetration.

• In June 2023, ZeroBounce launched its Email Finder, providing professionals with valid business email addresses to enhance their outreach efforts using the claimed 99% accurate email validation software. The tools utilised proprietary technologies to discover email addresses in real-time, ensuring quality results and maintaining email deliverability rates.

Impact of COVID-19 on the Email Deliverability Tools Market

The COVID-19 pandemic had a significant impact on brands’ email strategies, leading to a notable shift toward increased email communication throughout 2020. With in-person and public communication being disrupted by the pandemic, brands recognized email as an effective means to reach their audience, especially as more people stayed home. As a result, the volume of emails surged, prompting brands to adapt their email strategies to avoid email spams.

The changes in email strategies during the pandemic were evident, according to Mailgun, 49.7% of their respondents acknowledged that they had to adapt their email strategies and deliverability tools during the pandemic. Additionally, one-third of respondents maintained their pre-pandemic strategies, likely due to their specific industry and target audience preferences. It is apparent that the pandemic acted as a catalyst for email marketing innovation, driving organisations to innovate their communication and marketing methods, and adopt more agile and personalised approached to meet the changing demands of their subscribers.

Segmentation

Analysis By Deployment

By deployment, the market is bifurcated into cloud and on-premise software deployment. The market growth is anticipated to be propelled by cloud software, as enterprises are increasingly adopting integrated systems to facilitate digital transformation. However, on-premise deployment is expected to experience steady growth, driven by the significant emphasis on data privacy, and security risks thorough emails, among large enterprises.

Analysis By Enterprise Type

Based on enterprise type, the market is categorised into small and medium enterprises (SMEs) and large enterprises. According to Oberlo, 81% of small businesses depend on email as their primary customer acquisition, while 80% of these companies utilize email strategies for customer retention. SMEs majorly operate on a maximum-profit focused strategies for sustainability and business operability. On an average email marketing is expected to yield a return on investment (ROI) of USD 40 for every USD 1 spent. Such practises also aid large enterprises deliver daily information to their subscribers and consumers, and avoiding the emails being marked as spam by the protocol.

Analysis By Type

Based on type, the market is distributed into reputation monitoring, email verification and list cleaning, email authentication, and others. Tools that focus on email reputation monitoring aids in tracking the reputation of IP addresses and domains, while email verification and list cleaning ensures the validation of recipient’s addresses, removing risky and invalid addresses. Email authentication protocols such as SPF, DKIM, and DMARC, assists in the authenticity of mail, reducing the chances of phishing and spam attempts. These tools are distributed by numerous key players, through their software plans and comprehensive platforms. The increasing amount of emails, and digitization have boosted the applications of these tools.

Analysis By Industry

Email deliverability has a broad range of applications across several industries such as BFSI, IT and telecommunication, healthcare, education, retail and e-commerce, and travel and hospitality, among others. In the BFSI sector, these tools ensure reliable and secure delivery of financial communications to build trust with customers. For IT and telecom, optimizing customer engagement and seamless communication are the primary goals. In retail and ecommerce, email deliverability tools focus on delivering personalised promotions to enhance customer loyalty and drive sales. In the travel and hospitality industry, efficient booking confirmations and updates are essential for improved customer engagement. Healthcare and education industry rely on these tools to maintain effective communication with patients and students, and stakeholders, ensuring timely information delivery. The versatility of email deliverability tools enables industries to leverage them uniquely and effectively for their specific business objectives.

Key Insights

The report will cover the following key insights:

• Micro Macro Economic Indicators


• Drivers, Restraints, Trends, and Opportunities


• Business Strategies Adopted by the Key Players


• Impact of COVID-19 on the Global Email Deliverability Tools Market


• Consolidated SWOT Analysis of Key Players

Regional Analysis

The global email deliverability tools market is distributed between five regions: North America, South America, Europe, the Middle East & Africa, and Asia Pacific. As of 2023, a significant share of the market is held by North America, due to higher implementation and adoption of big data analytics, rising demand for higher deliverability rates and major presence of several key players, such as Ortto, mailmodo, Twilio Inc., Mailchimp, GlockApps, and Litmus Software, Inc., among others. Europe is expected to grow significantly due to rising artificial intelligence (AI) advancements and digital transformation initiatives.

The distribution of the global email deliverability tools market by region of origin is as follows:

• North America – 34%


• South America – 8%


• Europe – 25%


• Middle East and Africa – 11%


• Asia Pacific – 22%

Key Players Covered

The key players in this market include Netcore Cloud Pvt. Ltd., SendPulse, Sinch AB, Ortto, mailmodo, Twilio Inc., Mailchimp, GlockApps, Folderly Inc., Jump Send, Inbox Road, Mail Monitor, and Litmus Software, Inc., among others.

Key Industry Developments:

• July 2023: Amazon Inc., announced the launch of an enhanced version of its Simple Email Service (SES) free tier, offering AWS customers with greater flexibility to explore advanced features at no extra cost. The upgraded free tier enabled customers to experience features such as deliverability analytics and virtualization through virtual deliverability manager (VDM).


• July 2023: Email Industries acquired Inbox Expo, the international email marketing conference founded by Emailexpert.  Inbox Expo gained widespread recognition in the industry, attracting the global audience of marketers, solution providers and entrepreneurs, offering a platform for discussion on the latest trends and technologies in email marketing.