Email marketers prefer Gmail, Microsoft, and Verizon as webmail clients


New research from cloud-based digital marketing provider Mapp has revealed that Gmail, Microsoft, and Verizon are the most popular webmail clients used to open emails and newsletters in the United States and Europe.

The company analyzed more than 170 million email and campaign emails from customers around the world to compile its Mapp Global Provider Report 2019, which showed Gmail to be the leading emailer in the UK, US United and Europe.

The report’s findings show that large international players also dominated in the UK with Gmail (33%), Microsoft (23%), and Verizon (18%) leading followed by Virgin Media (6%), BT Internet ( 5%) and Apple (4%).

Things are a little different in the US where Gmail has an even larger market share at 50.1%, followed by Verizon at 22.6% and Microsoft at 12.4%. Comcast (2%), Apple (1.6%) and AT&T (1.1%) also ranked in the top six but were not as popular.

Local ISPs

Mapp has found that the situation in Europe is quite different from that of the US or UK, as local ISPs are the most popular. For example, in Germany and France, national suppliers who operate mainly at the national level have significant market shares.

In Germany, 1 & 1 Mail & Media leads with GMX and WEB.DE (39.9%), followed by Gmail (15.3%) and T-Online (11.9%) while in France, Orange ( 17.8%) ranks third behind Gmail (26.9%) and Microsoft (25.9%).

According to Mapp, Gmail and Microsoft have become very influential in determining the latest inbox trends. This means that industry initiatives such as AMP for Email, Brand Indicators for Message Identification (BIMI), Authentication, Reporting and Domain-Based Message Compliance (DMARC) depend on all strongly of the extent to which major ISPs and webmailers support and promote them.

Mapp CEO Steve Warren provided further information on the report’s findings, saying:

“The study shows that Gmail is the leader in both the UK and Europe and the US. At the same time, however, it also reveals that there are significant differences in the services used in some European markets Our supplier report highlights the fact that international companies cannot only focus on a few suppliers, but must also consider the specific circumstances of each country. Those who neglect this, risk their deliverability – and therefore their revenues, in the process. to a certain extent. ”