12/12/2017

Report: How Gmail Dominates Email Marketing

Email marketers need to pay extra special attention to Gmail's myriad features

Over the years, email marketing has grown from a modest part of the messaging pie to a dominant one. And likewise, one email client has come to define that experience for many: Google’s Gmail client.

The Gmail Effect, a new report from Yes Lifecycle Marketing, highlights the way that the email provider, which is closely integrated with the Android operating system, has come to dominate the process of sending and receiving messages.

Case in point: According to the marketing firm’s research, around 17.3 percent of email users had a Gmail account in 2014, putting it behind Yahoo as the largest email provider. Now, it represents 29.6 percent of all email users, while its competitors have all reported modest declines in the years since. Additionally, while more than 40 percent of users were likely to use a non-webmail email client in 2014, that number has now fallen to 34.1 percent—a significant decrease in the past three years.

Please click here to read the complete article from Associations Now.