Procurement Market Intelligence Report
E-mail Marketing Software
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E-mail Marketing Software Global Overview
Definition
Summary
E-mail marketing software suppliers help buyers target their audiences via e-mail marketing tools, such as subscriber segmentation and behavior analysis. The key buyers of e-mail marketing software include digital marketing agencies, financial institutions, and technology firms.
This Report Includes:
- E-mail Creation
- E-mail Campaign Management
- E-mail Marketing Data Reporting, Management & Analytics
Not in this Report:
- Mail Advertising Services
- Online Advertising Services
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Global E-mail Marketing Software Procurement Trends
Discover the top international trends affecting procurement in the global E-mail Marketing Software market.
Warning Trends
The European Union’s Artificial Intelligence (AI) Act enters into force
- In August 2024, the European Union (EU) began enforcing its new regulation on artificial intelligence. Although EU legislation, the act will have a major effect on global technological companies operating in the AI space, similar to the General Data Protection regulation.
- The legislation aims to apply a risk-based framework to AI regulation, meaning different AI applications will be treated differently. The law applies a general ban for “unacceptable” uses, such as social scoring and predictive policing.
- For general-purpose AI models, companies will be required to comply with EU copyright law and intellectual property provisions, carry out regular testing, issue transparency disclosures, and implement adequate cybersecurity protections. For “high-risk” AI applications, such as autonomous vehicles, medical devices, financial services, and biometric identification systems, companies must meet stricter requirements in terms of risk-mitigation systems, documentation, human oversight, and cybersecurity.
- Companies that breach the AI Act may face fines ranging from 7.5 million euros or 1.5% of global annual revenues to 35.0 million euros or 7.0% of global annual revenues, whichever amount is higher.
- While the blanket ban on unacceptable systems entered into force in February 2025, most of the obligations do not take effect for a full year. In August 2025, requirements for general-purpose AI will come into effect, and in August 2026, obligations for high-risk AI systems will be enforced.
Neutral
GSA memo asks agencies to review consulting contracts
- The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
- The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
- According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
- According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
- The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.
Positive Trends
The DOJ proposes Google breakup in latest tech antitrust action
- In August, Google was found guilty of operating as a monopoly and engaging in anti-competitive practices through the operation of its search engine business.
- In response to this ruling the Department of Justice (DOJ) has stated it will seek a breakup of Google’s business segments, among other similarly harsh penalties. While the actual penalty Google receives must be approved by the judge, the DOJ’s proposed penalties signal a zero-tolerance policy toward tech monopolies.
- During the last few years, the Federal government has significantly increased its enforcement actions against major technology companies in an effort to contest the high level of market share concentration in this sector.
- These actions include high-profile anti-trust lawsuits against Amazon, Apple, and Meta, in addition to the case against Google. Consequently, the results of these lawsuits could significantly affect the structure of a wide range of tech markets.
Global E-mail Marketing Software Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 590 |
| #2 United States | 450 |
| #3 China | 295 |
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Geography Drilldown - US
Average Cost of E-mail Marketing Software
United States
2026 Market Pricing$0.00 to $X,XXX.XX
per monthAverage Price
Prices in the E-mail Marketing Software market range from $0.00 to $X,XXX.XX, depending on Number of Contacts, Features, Monthly E-mail Limit, Buyer Size and Integrations. For example, lower prices are associated with 25,000 or fewer contacts ($0 to $630), whereas higher prices are associated with 25,000 to 100,000 contacts ($80 to $1,000) and Over 100,000 contacts ($250 to $2,500).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
E-mail Marketing Software Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the E-mail Marketing Software market, prices in the US have grown 1.1% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
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Cost Analysis - Total Cost of Ownership for E-mail Marketing Software
Total cost of ownership is Low in the E-mail Marketing Software market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Downtime may raise the total cost of ownership unexpectedly.
Billed During
Training
Unforeseen
Downtime
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to 0.8 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Recent Price Volatility. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
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- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Intellectual Property Licensing
- Computer Manufacturing
- Data Processing & Hosting Services
- IT Consulting
2nd
Tier Suppliers
- Software Publishing
- Semiconductor & Circuit Manufacturing
- Computer Peripheral Manufacturing
- Office Stationery Manufacturing
Biggest E-mail Marketing Software Suppliers in the US by Revenue
The largest E-mail Marketing Software vendors by revenue in the US are Benchmark Internet Services LLC, Pinpointe On-Demand Inc. and Ziff Davis, Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Intuit Inc. | Global | Mountain View | >10,000 | 10-15 | ||||
| Constant Contact, Inc. | International | Waltham, MA | 1,001-10,000 | 5-10 | ||||
| Iris Holdings L.P. | Global | Nashville, TN | 1,001-10,000 | 5-10 | ||||
| International Business Machines Corporation | Global | ARMONK | >10,000 | < 5 | ||||
| Salesforce.Com, Inc. | Global | SAN FRANCISCO, CA | >10,000 | < 5 | ||||
| Zoho Corporation Pvt. Ltd. | Global | Chennai, IN | >10,001 | < 5 | ||||
| Deluxe Corporation | Global | MINNEAPOLIS, MN | 1,001-10,000 | < 5 | ||||
| Hubspot, Inc. | Global | CAMBRIDGE | 1,001-10,000 | < 5 | ||||
| Ziff Davis, Inc | Global | NEW YORK | 1,001-10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the E-mail Marketing Software market is 17.2% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Average vendor risk is low, minimizing the chances that a contracted vendor will unexpectedly exit the market due to financial difficulties.
Due to their minimal reliance on physical goods to provide e-mail marketing software, vendors face low supply chain risk. This low level of supply chain risk minimizes the possibility of sudden price spikes or extended buying lead times as a result of supply chain problems.
Market share concentration for e-mail marketing software is low, forcing suppliers to engage in price competition.
Regulatory change in the e-mail marketing software market is slow, thus minimizing the compliance costs that are passed along to buyers.
The US is a net importer of computers and computer hardware. As a result, e-mail marketing software vendors have easy access to a global supply base when sourcing the equipment necessary to design and host this software, reducing supply chain risk.
Supplier Information
Intuit Inc.
Intuit Inc. is a software company that develops platforms delivering financial management, compliance, and marketing products and services. It organizes its business into four reportable segments: the Small Business & Self-Employed segment, which offers accounting services through QuickBooks and marketing... Subscribe to learn more
Constant Contact, Inc.
Constant Contact, Inc. is a private company operating internationally in the information sector. The company's offerings include e-mail marketing software. Founded in 1995, the company is currently headquartered in Waltham, Massachusetts, United States of America with an estimated 5500 employees. Subscribe to learn more
Iris Holdings L.P.
Iris Holdings L.P. is a private company operating globally in the information sector. The company's offerings include e-mail marketing software. Founded in 2017, the company is currently headquartered in Nashville, Tennessee, United States of America with an estimated 5500 employees. Subscribe to learn more
Benchmark Internet Services LLC
Benchmark Internet Services LLC is a private company operating globally in the information sector. The company's offerings include e-mail marketing software. Founded in 2004, the company is currently headquartered in Tucson, Arizona, United States of America with an estimated 34 employees. Subscribe to learn more
Deluxe Corporation
Deluxe Corporation is a public company operating globally in the manufacturing, manufacturing, information and professional, scientific and technical services sectors. The company's offerings include business card printing, e-mail marketing software, online payment gateway software, catalog printing services,... Subscribe to learn more
Hubspot, Inc.
HubSpot, Inc. is a cloud-based marketing, sales, and customer service software provider to businesses globally. Its subscription-based platform comprises AI-powered engagement hubs, a Smart customer relationship management product, and a connected ecosystem supporting the customer platform. It also offers... Subscribe to learn more
International Business Machines Corporation
International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more
Pinpointe On-Demand Inc.
Pinpointe On-Demand Inc. is a private company operating internationally in the information sector. The company's offerings include e-mail marketing software. Founded in 2010, the company is currently headquartered in Santa Clara, California, United States of America with an estimated 27 employees. Subscribe to learn more
Salesforce.Com, Inc.
Salesforce.Com, Inc. is a public company operating globally in the information and administration, business support and waste management services sectors. The company's offerings include e-mail marketing software, help desk & call center software, website analytics software, sales & marketing software, grants... Subscribe to learn more
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Procurement Management KPIs for the E-mail Marketing Software Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Followers or Fans or Subscribers and Link Clicks. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Availability and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Followers or Fans or Subscribers |
|
Number of new followers, fans or subscribers during an e-mail marketing campaign The change in website traffic |
Buyers looking to promote a website or social media page rather than sell a product can track the success of their e-mail marketing campaigns by measuring the number of new followers, page views, or subscribers they gain from e-mail marketing. Buyers running a website should also assess how website traffic trends after the initial spike caused by the e-mail marketing campaign. If traffic remains significantly higher after the spike than before, this means that a sizeable portion of the recipients was converted to regular visitors to the website. |
| Link Clicks |
|
Click-through rate Total number of click-throughs |
Link-click metrics are an effective way to measure the success of e-mail marketing software because these metrics track how often marketing e-mails result in customer actions. Generally, when e-mail marketing software produces low link-click statistics, it is an indication that the e-mails are not getting past spam filters or the e-mails are getting low interaction from recipients. |
Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Customer Support
Do you offer 24/7 customer account and technical support services?
How do you customize your e-mail marketing software to fit the needs of buyers of different sizes?
Integration
How does your e-mail marketing software integrate with social media sites such as Twitter, LinkedIn or Facebook?
How does your e-mail marketing software integrate with customer information or database software?
Customization
What templates are included with your software?
Can your software create e-mails that include dynamic content, such as videos and photos?
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E-mail Marketing Software RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should provide details about their organization, including the number of employees, their office location(s) and the industry in which they operate.
Buyers should state their reasons for purchasing new e-mail marketing software and state the benefits they expect to receive from the software.
Statement Of Need
Buyers should state the features of the e-mail marketing software they require (e.g. the ability to customize order notifications, follow up on purchases, personalize product recommendations, etc.).
Buyers should specify their current number of subscribers and their expected number of subscribers in the next three years.
Project Budget
Buyers should specify their budget for e-mail marketing software.
Buyers can reference the Benchmark Price and Total Cost of Ownership sections of this report for assistance with creating a budget.
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