The growth of a single email provider has had a create effect on how marketers think about email.
Users have a myriad of choices when it comes to selecting an email provider, from email provided via their ISP, their website hosting, or a free service such as Yahoo, Hotmail or Gmail. Despite the number of choices, Google has been able to thoroughly dominate the market with its email offering.
Individuals and businesses alike are signing up for Gmail, whether because they need to access other Google services, because of the convenience and low to no cost, or because they like the spam protection Gmail affords.
In fact, 29.6% of all email users use Gmail.
However, the great protection Google offers users comes at a cost for marketers, not just in the ability to design and create emails compatible across providers, but to ensure deliverability.
Gmail tracks engagement via clicks, opens and the amount of time people spend on a message. This engagement, or lack thereof, can then be used by Google to affect how an email is delivered to a user. As a marketer, it is important to keep inactive users engaged to keep your list clean in order to satisfy Google’s goals of delivering the best user experience to its customers. Learn more about how Gmail affects email marketing from Associations Now.