Summary
Estimating US consumer email inbox market share between Gmail and Apple Mail is complex. Traditional methods like user agent analysis and open rate tracking are unreliable due to factors like caching, proxies, and Apple's Mail Privacy Protection (MPP). Current market share data varies, with Apple Mail often holding a larger share, but these figures fluctuate. A multi-faceted approach is needed, including list segmentation, tracking engagement within your lists, deliverability monitoring, running A/B tests, and analyzing click-through rates instead of relying solely on open rates. Robust authentication practices are crucial for deliverability and more accurate tracking.
Key findings
- MPP Distorts Open Rates: Apple's Mail Privacy Protection (MPP) significantly impacts open rate metrics, making them unreliable for market share estimation.
- User Agent Analysis Unreliable: Caching and proxies make user agent analysis inaccurate for tracking MUA market share.
- Segmentation is Key: Analyzing engagement within segmented lists provides a clearer view of client usage within your audience.
- Data Varies: Email client market share data varies across sources, and fluctuates, so trends must be observed to be useful.
- Statista data: Statista indicates that as of October 2023, Apple Mail had a larger share of the US email client market than Gmail.
Key considerations
- Multi-Faceted Approach: Use a combination of methods for estimating market share, including engagement tracking, deliverability monitoring, and A/B testing.
- Focus on Engagement Metrics: Shift focus from open rates to other engagement metrics like click-through rates, conversions, and website visits.
- Test in Real-World: Conduct real-world testing to understand how emails render and perform in different inboxes.
- Monitor Deliverability: Pay attention to email deliverability, as differing spam filters can impact metrics.
- Authentication Practices: Implement robust authentication practices (SPF, DKIM, DMARC) to improve deliverability and enable more accurate tracking where possible.
What email marketers say
11 marketer opinions
Estimating email inbox market share between Gmail and Apple Mail in the US is challenging due to various factors impacting the accuracy of traditional tracking methods. User agent analysis is unreliable due to proxies and caching. Open rate data is skewed by Apple's Mail Privacy Protection (MPP). Published statistics may be inaccurate due to changes in email client behavior and privacy features. Segmentation and internal engagement metrics can help gauge audience-specific trends. A/B testing and deliverability monitoring may provide indirect insights. Experts recommend focusing on engagement metrics other than open rates.
Key opinions
- MPP Impact: Apple's Mail Privacy Protection (MPP) significantly inflates open rates, making them unreliable for market share estimation.
- Data Inaccuracy: Published statistics on email client market share may be inaccurate due to evolving privacy features and tracking limitations.
- Segmentation Importance: List segmentation and tracking engagement within your own lists can provide a more accurate view of client usage among your specific audience.
- Fluctuating Market: Email client market share is dynamic; trends should be tracked over time.
- Statista Data: As of October 2023, Apple Mail accounted for a larger share of the email client market in the US, followed by Gmail.
Key considerations
- Methodology Matters: Estimates vary based on the methodology used (open rates, user agent analysis, real-world testing).
- Engagement Focus: Shift focus from open rates to other engagement metrics like click-through rates, conversions, and website visits.
- Deliverability Impact: Differing spam filters and authentication protocols can cause deliverability variations between Gmail and Apple Mail.
- Indirect Insights: Monitoring deliverability, running A/B tests, and tracking AMP usage can provide additional context.
- Testing is Key: Real-world testing is crucial to understanding how your emails are being received in different inboxes and the subsequent user action.
Marketer view
Email marketer from Validity, previously ReturnPath, shares that filtering practices and algorithms can greatly affect open rates in both Gmail and Apple Mail, thus impacting the reliability of open-rate metrics for market share estimation.
8 Feb 2023 - Validity
Marketer view
Email marketer from Email Marketing Help explains that many published statistics are inaccurate due to changes in how email clients handle image loading and privacy features like MPP. Real-world testing is recommended.
16 Aug 2024 - Email Marketing Help (Forum)
What the experts say
1 expert opinions
The answer from Word to the Wise emphasizes that Apple's Mail Privacy Protection (MPP) fundamentally distorts open rate metrics. This makes open rates unreliable for estimating email inbox market share between Gmail and Apple Mail. A key recommendation is to shift focus towards alternative engagement metrics like click rates.
Key opinions
- MPP Distortion: Apple's Mail Privacy Protection (MPP) makes open rates unreliable for market share estimation.
- Click Rate Focus: Focus should be shifted to click rates and other engagement metrics.
Key considerations
- Metric Shift: Re-evaluate which metrics are used to measure email engagement.
- Alternative Data: Explore alternative data sources for estimating market share that are not affected by MPP.
Expert view
Expert from Word to the Wise explains that Apple's Mail Privacy Protection (MPP) significantly distorts open rate metrics, rendering them unreliable for estimating market share. Focus should shift towards click rates and other engagement metrics.
30 Aug 2021 - Word to the Wise
What the documentation says
5 technical articles
The documentation highlights various factors impacting the estimation of email inbox market share. Google's support for AMP in Gmail allows tracking user engagement with advanced features. Apple's MPP makes open rate tracking unreliable. IETF acknowledges that parsing user agent strings is an unreliable method. Mozilla emphasizes the difficulty in identifying Mail User Agents (MUAs). Yahoo suggests authentication practices improve deliverability and, indirectly, accurate open rate tracking in segments not affected by MPP.
Key findings
- AMP Tracking: Gmail's AMP support offers insights into user engagement with interactive emails.
- MPP Limitation: Apple's MPP makes open rates unreliable for market share estimation.
- User Agent Issues: Parsing user agent strings for identification is unreliable.
- MUA Difficulty: Accurately identifying Mail User Agents (MUAs) is challenging.
- Authentication Impact: Robust authentication improves deliverability and indirectly aids open rate tracking.
Key considerations
- Alternative Metrics: Explore metrics beyond open rates due to the impact of MPP.
- Data Reliability: Understand the limitations of various data sources (user agent strings, open rates).
- Deliverability: Ensure robust authentication practices to improve deliverability and the accuracy of engagement data where possible.
- Segmentation: Consider segmenting audiences to better understand engagement patterns where MPP may not be in effect.
Technical article
Documentation from Apple explains that Mail Privacy Protection (MPP) in Apple Mail impacts open rate tracking. MPP makes estimating market share based on opens unreliable due to inflated open rates.
19 Dec 2021 - Apple
Technical article
Documentation from Mozilla explains the challenges in accurately identifying Mail User Agents (MUAs) due to the diversity of clients and the obfuscation techniques they employ.
25 Jun 2021 - Mozilla
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