Share of e-mail advertising in online advertising market in Poland 2015-2023

Over the period presented, the share of e-mail in the total online advertising market in Poland decreased. In 2023, e-mail accounted for 1 percent of the online advertising market in the country. E-mail marketing in Poland    E-mail marketing consists of four main types: newsletters, acquisitions, retention, and promotional newsletters. The main act of this advertising format is sending a commercial message that will reach the target group of users, very often potential or existing customers.Regarding the most significant drivers to subscribe to e-mail newsletters, benefits such as free gifts or discount codes ranked first among three-quarters of Poles in 2022. Other important factors included interesting content and quick access to information. In terms of the main e-mail marketing mistakes, the lack of possibility to unsubscribe was the worst possible omission in a newsletter, according to 28 percent of Poles. E-mail spam blocks and filters    E-mail spam, also referred to as junk e-mail, are unsolicited e-mail messages, most often sent in bulk to a large list of recipients. In 2022, four in 10 Polish users received up to 10 spam e-mails on a daily basis. At the same time, roughly three in 10 deleted between five and 10 e-mails daily without opening the messages. Almost every second Pole used anti-spam filters to minimize their contact with unwanted messages.

在所呈现的时期内，电子邮件在波兰总在线广告市场中的份额有所下降。至2023年，电子邮件在该国在线广告市场中所占比例为1%。波兰的电子邮件营销由四种主要类型构成：新闻通讯、收购、保留和促销通讯。此广告格式的主要行为是发送商业信息，这些信息将触及目标用户群体，通常为潜在或现有客户。关于订阅电子邮件通讯的最重要的驱动因素，2022年有四分之三的波兰人认为免费礼品或折扣码等利益排在首位。其他重要因素包括有趣的内容和快速获取信息。至于主要的电子邮件营销错误，根据28%的波兰人的观点，缺乏取消订阅的可能性是在新闻通讯中最严重的疏漏。电子邮件垃圾邮件拦截和过滤系统：电子邮件垃圾邮件，亦称为垃圾邮件，是不请自来的电子邮件信息，通常大量发送给大量收件人。2022年，每十个波兰用户中就有四个每天接收多达10封垃圾邮件。与此同时，大约每十个波兰人中有三个每天删除5至10封未经阅读的电子邮件。几乎所有一半的波兰人都使用反垃圾邮件过滤器，以最大限度地减少与不受欢迎信息的接触。