Summary
Identifying the top ISPs and mailbox providers (MBPs) in the UK reveals a complex and nuanced landscape. While global webmail giants like Gmail, Outlook, and Yahoo dominate, there are significant shares held by broadband providers (BT, Virgin Media, Sky), mobile carriers, and regional ISPs (Plusnet, TalkTalk). Furthermore, the distinction between MBPs, ISPs, and filter providers (Mimecast, Proofpoint, Hornet) is blurring, with all acting as gatekeepers. The UK market also exhibits a trend towards specialized email hosting and security providers and niche providers catering to specific business needs. However, data regarding market share is often skewed based on methodologies and the inclusion of only .uk domains, with the major influencers using domain reputation to filter email. Therefore, optimizing email campaigns for major webmail platforms, adhering to data protection laws, and maintaining a positive sending domain reputation remain critical for email deliverability in the UK.
Key findings
- Dominant Webmail Providers: Gmail, Outlook, and Yahoo are the major webmail providers in the UK.
- Influence of Broadband Providers: BT, Virgin Media, and Sky serve as significant mailbox providers through bundled broadband services.
- Filter Providers' Role: Mimecast, Proofpoint, and Hornet play a role as filter providers impacting deliverability.
- Regional ISPs: Plusnet and TalkTalk operate as key regional ISPs.
- Specialized Providers: A growing trend towards specialized email hosting and security providers exists.
- Data Skew and Bias: Data on market share is often skewed depending on methodology and data sources.
- Domain Reputation Matters: A strong sending domain reputation is critical for deliverability.
- Mobile Carrier Impact: Mobile carriers' native email apps influence email access and usage.
- Regulatory Compliance: Data protection and privacy laws influence how major ISPs and mailbox providers handle email data.
Key considerations
- Optimize for Major Platforms: Ensure email campaigns are optimized for Gmail, Outlook, and Yahoo.
- Monitor Sending Reputation: Proactively monitor and maintain a positive sending domain reputation.
- Address Filter Providers: Understand and address the role of filter providers to ensure deliverability.
- Comply with Data Protection Laws: Adhere to UK data protection and privacy laws when handling email data.
- Account for Regional Variations: Account for variations in ISP usage across different regions of the UK.
- Evaluate Specialized Providers: Evaluate the value and importance of specialized email hosting and security providers.
- Acknowledge Data Limitations: Acknowledge the limitations and inherent biases in market share data.
What email marketers say
10 marketer opinions
Identifying the top ISPs and mailbox providers in the UK reveals a complex landscape. While global giants like Gmail, Outlook, Yahoo, and iCloud dominate, the market also includes significant shares held by broadband providers (BT, Sky, Virgin Media), mobile carriers, and regional ISPs (Plusnet, TalkTalk). Specialized email hosting and security providers, as well as smaller niche email providers, cater to specific business needs. The market is also influenced by the prevalence of filter providers and the trend towards specialized email hosting and security providers. Data regarding market share is often skewed depending on the methodologies used. Optimizing email campaigns for major webmail platforms remains crucial.
Key opinions
- Dominant Providers: Gmail and Outlook are generally considered the dominant email providers in the UK.
- Filter Providers: Entities like Mimecast, Proofpoint, and Hornet are significant filter providers.
- Broadband Influence: Broadband providers (BT, Sky, Virgin Media) still offer email services, influencing usage patterns.
- Mobile Impact: Mobile providers and their native email apps also affect email access and usage.
- Regional Players: Regional ISPs (Plusnet, TalkTalk) are important in specific geographic areas.
- Niche Providers: Smaller email providers cater to specialized business or privacy needs.
- Data Skew: Data can be skewed depending on whether it includes only domains ending in .uk or includes actual ISP mailboxes
- Email Security: Specialized email hosting and security providers are trending.
Key considerations
- Platform Optimization: Optimize email campaigns for major webmail platforms (Gmail, Outlook, Yahoo).
- Filter Awareness: Be aware of the role of filter providers in deliverability.
- Regional Targeting: Consider regional variations in ISP usage.
- Niche Targeting: If targeting specific industries, consider niche email providers.
- Data Bias: Acknowledge that data on the market is biased depending on methodology.
Marketer view
Email marketer from Reddit shares that the major email providers in the UK include Gmail, Outlook, Yahoo, and iCloud, although the specific market share breakdown can fluctuate.
16 Mar 2023 - Reddit
Marketer view
Marketer from Email Geeks believes the data is skewed when looking for domains ending in .uk, and the list might not include many actual ISP mailboxes.
23 Apr 2022 - Email Geeks
What the experts say
5 expert opinions
Identifying top ISPs and mailbox providers (MBPs) in the UK is complex due to varying measurement methods and inherent biases in data. While external distinctions between MBPs, ISPs, and filter providers blur (all acting as "mx gatekeepers"), maintaining a good sending domain reputation remains critical for deliverability. Data from sources like Return Path/Validity and Litmus offers insights, though accuracy varies. Analyzing and acknowledging the limits of any data slicing and ranking methodology is essential.
Key opinions
- Measurement Methods: Multiple ways exist to measure top ISPs/MBPs, each with limitations.
- Blurred Lines: The distinction between MBPs, ISPs, and filter providers is often unclear externally; they are all 'mx gatekeepers'.
- Data Bias: Data is inherently biased, regardless of analysis methods.
- Data Sources: Return Path/Validity and Litmus data offer insights but have varying accuracy.
- Reputation Importance: Good sending domain reputation is critical for deliverability at UK ISPs/MBPs.
Key considerations
- Acknowledge Limitations: Acknowledge the limitations of any dataset or ranking methodology.
- Analyze Data Critically: Critically analyze data sources and collection methods.
- Manage Reputation: Prioritize maintaining a positive domain sending reputation.
- Understand Gatekeepers: Recognize that multiple entities (MBPs, ISPs, filter providers) act as email gatekeepers.
- Consult Multiple Sources: Consult and compare data from multiple sources for a more comprehensive view.
Expert view
Expert from Email Geeks says that externally the distinction between MBPs, ISPs, and Filterers blurs. They are all essentially "mx gatekeepers".
3 Jun 2024 - Email Geeks
Expert view
Expert from Word to the Wise explains that ISPs and mailbox providers in the UK, like those elsewhere, heavily rely on domain reputation to filter email. Maintaining a good sending reputation is critical for deliverability.
21 Dec 2024 - Word to the Wise
What the documentation says
5 technical articles
Government and regulatory documentation provide indirect insights into the top ISPs and mailbox providers in the UK. Ofcom's Communications Market Report highlights the significance of broadband and mobile providers like BT, Virgin Media, and Sky. GOV.UK emphasizes secure and reliable internet services often bundled with email. ICO.org.uk underscores the reliance on major providers for email marketing compliance, linking it to data protection and consent. Nominet's data on .uk domain registrations hints at the role of local email providers. Finally, the Data Protection Act underscores the legal compliance requirements for ISPs and mailbox providers regarding personal data in emails.
Key findings
- Broadband Dominance: BT, Virgin Media, and Sky are significant mailbox providers through their broadband services.
- Webmail Reliance: There's an increasing reliance on webmail services from global tech companies.
- Bundled Services: Email services are often bundled with secure and reliable internet services.
- Compliance Imperative: Major ISPs and mailbox providers must comply with data protection regulations.
- Local Domains: .uk domain registrations indicate the presence of local email providers.
Key considerations
- Broadband Targeting: Consider broadband providers when targeting UK email users.
- Compliance Adherence: Ensure email marketing campaigns comply with UK data protection laws.
- Secure Services: Prioritize secure and reliable email delivery.
- Local Integration: Consider the role of local email providers in specific regions.
- Monitor Regulations: Stay updated on relevant regulations affecting ISPs and mailbox providers.
Technical article
Documentation from legislation.gov.uk explains Data Protection Act details data protection compliance, indirectly discussing how major ISPs and mailbox providers in the UK must comply with these regulations when handling personal data in emails.
25 Sep 2022 - legislation.gov.uk
Technical article
Documentation from GOV.UK provides information on the UK internet landscape, indirectly referencing major ISPs and their impact on email provision. It emphasizes the importance of secure and reliable internet services, which are often bundled with email services.
8 Feb 2025 - GOV.UK
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