Why is Gmail gaining email market share?

Key findings

• Market dominance: Gmail consistently holds a significant, often leading, share of the email client market worldwide, impacting overall email deliverability. Understanding this is crucial for senders.
• User experience: Its early focus on a clean, intuitive interface and robust features attracted and retained users.
• Ecosystem integration: Seamless integration with Google's services, like Android and Single Sign-On, has expanded its reach.
• Advanced filtering: Gmail's advanced spam filtering capabilities reduce unwanted emails, building user trust.
• Innovation: Features such as AMP, annotations, and Gmailify enhance functionality and user engagement.
• Data nuance: Market share statistics can be influenced by tracking methodologies and specific events like the Covid-19 pandemic. Ensure your emails are not going to spam. Learn how to fix it.

Key considerations

• Interpret data carefully: Understand that market share figures may vary based on collection methods. More details can be found in DemandSage's Gmail statistics.
• Mobile impact: Recognize the role of Android phone proliferation in extending Gmail's mobile usage.
• Sender compliance: Gmail's strict filtering necessitates adherence to best practices for optimal deliverability.
• Leverage features: Utilize Gmail-specific features to enhance email engagement and inbox placement.
• Prioritize user convenience: Google's emphasis on user convenience, such as SSO, fosters user stickiness.

Key opinions

• Audience concentration: A significant portion of active email audiences uses Gmail addresses, making it a critical segment.
• Data validity concerns: Concerns exist regarding how tracking pixels and Gmail's proxy fetching might skew reported open rates.
• Google's ecosystem benefit: Gmail benefits heavily from its deep integration with Google's broader services.
• User experience focus: Improvements to user experience, like Single Sign-On, contribute significantly to user loyalty.
• Plausible Covid impact: Some market share shifts during the Covid-19 pandemic may have influenced data, possibly due to changes in bulk message sending.

Key considerations

• Adapt strategies: Marketers must adjust their campaign strategies for Gmail's unique environment, including its tabbed inbox. Learn more about Gmail's social and promotions tabs.
• Understand data accuracy: Be aware of potential biases in email client market share data due to tracking mechanisms. For global client usage, consult Oberlo's most used email clients.
• Focus on engagement: Given Gmail's pre-checking behavior, emphasize engagement beyond simple open rates. Monitor your Google Postmaster Tools.
• Content relevance: Prioritize highly relevant and engaging content to improve inbox placement.
• Authentication standards: Ensure robust email authentication (SPF, DKIM, DMARC) for optimal Gmail deliverability.

Key opinions

• Pre-checking behavior: Gmail may pre-check more messages, potentially registering opens and influencing market share statistics. This is important when estimating email inbox market share.
• Advanced features: Features like AMP, email markup, and annotations contribute to a richer user experience, fostering loyalty.
• Spam filtering: Gmail boasts some of the most advanced spam filters, which are crucial for user retention and trust in their inbox quality. Learn how email blacklists work.
• Android ecosystem: The widespread prominence of Android phones naturally extends Gmail's reach and user base.
• Google's influence: The broader Google ecosystem plays a significant role in cementing Gmail's market position and user integration.

Key considerations

• Open rate interpretation: Be cautious when interpreting open rates due to Gmail's pre-fetching mechanisms, which can impact data accuracy.
• Feature compliance: Senders should embrace Gmail-specific features to enhance deliverability and user experience. Check Statista for global email client share.
• Anti-spam efforts: Continuous attention to spam prevention and reputation management is critical for good standing with Gmail.
• Technical optimizations: Proper implementation of email authentication, including DMARC, SPF, and DKIM, is paramount for deliverability. Learn about troubleshooting DMARC reports.
• Postmaster tools: Leverage Google Postmaster Tools for valuable insights into sender reputation and deliverability performance.

Key findings

• Strict policies: Gmail enforces stringent sending policies and authentication requirements like SPF, DKIM, and DMARC to combat spam. Read our simple guide to DMARC, SPF, and DKIM.
• Postmaster tools: Google provides comprehensive tools, such as Google Postmaster Tools, for senders to monitor their reputation and deliverability.
• User engagement signals: Gmail heavily relies on user engagement signals, including opens, clicks, and replies, to determine inbox placement.
• AMP for email: Documentation promotes AMP for Email to enable interactive and dynamic content directly within messages.
• Schema markup support: Gmail supports various schema markups to enhance email functionality and user experience.
• Privacy-preserving opens: Recent changes, such as proxying open tracking pixels, aim to enhance user privacy within the platform.

Key considerations

• Authentication compliance: Senders must correctly configure SPF, DKIM, and DMARC to ensure proper message authentication and deliverability.
• Reputation monitoring: Regular use of Google Postmaster Tools is crucial for maintaining good sender reputation and troubleshooting issues. Use Google Postmaster Tools.
• Engagement-driven delivery: Focus on sending relevant content that encourages positive user interaction, which Gmail prioritizes.
• Feature implementation: Adopting Gmail-specific features like AMP and schema can significantly improve deliverability and user experience. TechJury offers more insights into Gmail usage.
• Policy adherence: Stay updated on Gmail's sender guidelines to avoid deliverability issues and ensure continued inbox placement.