According to authoritative data cited by Hugo, the global email marketing (EDM) market reached USD 13.72 billion in 2026 and is projected to grow to USD 22.93 billion by 2031. Among all industries, cross-border e-commerce has emerged as the fastest-growing segment.

The report shows that the global average inbox deliverability rate for marketing emails has reached 87.2%, representing a year-over-year increase of 3.7%. Meanwhile, the contribution of automated email campaigns continues to rise significantly. Although automated emails account for only 2% of total email volume, they generate approximately 30% of total email marketing revenue. On average, a single automated email delivers 16 times the revenue of a standard promotional email.

Consumer acceptance of email marketing remains exceptionally high across North America, Europe, and Southeast Asia. In particular, Southeast Asia has become one of the fastest-growing markets, with EDM adoption among cross-border merchants increasing by 45%, substantially outpacing growth in Western markets.

As customer acquisition costs on social media platforms continue to surge, email marketing has become an essential channel for global e-commerce brands. With advantages such as low operating costs, strong customer retention capabilities, and the ability to build long-term owned audiences, EDM is increasingly regarded as a core strategy for customer acquisition, conversion, and repeat purchases in cross-border commerce.

Source: Hugo