Email And SMS Saw Tepid Growth In 2022, Study Finds

Email/SMS grew by 5.7% last year, falling far behind CTV (+46.5%), digital video (+17.5%), search (+16.1%) and digital-out-of-home (+15) in growth, according to Outlook for Advertising, Marketing and Data 2023: Clouds on the Horizon?, a report by Winterberry Group.

A total of $6 billion was spent on email, versus $98.4 million for search and $60 million for paid social. 

But growth decelerated in most channels from 2020 to 2023 for an average of 5.8% -- down from a high of 20.8% heading into 2021.

Total annual advertising and marketing spending grew to $480.2 billion, a 9.8% increase, but down from the 20.8% hike recorded for 2021. And Winterberry foresees 5.89% growth in 2023 to $509.2 billion.

Winterberry forecasts 1.3% growth for email this year to $6.1 billion.

Spending on data identity, data services and platforms in the email channel fell by 4% to $2.8 billion in 2022.  

But the spend in digital media for these technologies grew by 21.3% to $17.8 billion. And TV including linear, addressable and CTV, jumped by 32.2% to $5.5 billion.  

The study predicts a 1.3% hike for data identity, data services and platforms in the email space, to $2.8 billion in 2023.

The report was authored by Bruce Biegel, senior managing partner of Winterberry Group. 

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