eMarketer, with data from aWeber, has released the results of a survey on email providers with some interesting findings and observations:
- Yahoo gained market share slightly, while MSN/Hotmail and AOL lost share slightly
- Google's Gmail product jumped to 4th overall, though with a share only of about one fourth of the other, larger providers
- About 20 percent of all personal email users change their address in a year
- A large number of email providers users define as for "personal use" are actually business email addresses. The research indicates that almost 40 percent of respondents use their work email address for personal email use
- Outlook is the dominant email client used by businesses
Why should you care about all this? If you have a business-to-consumer email marketing program, this data can frame some of the steps you need to take to ensure maximum deliverability of your messages, including:
- Test accounts for the top 10 email providers to monitor how well your emails are delivered are vital to determining deliverability success.
- Since almost 40 percent of "personal use" emails appear to actually be business email addresses, then focusing solely on personal email providers like AOL, Hotmail, and Yahoo is not enough. Evaluating the impact of corporate email filters and Outlook filtering functionality is important for a significant portion of your email list.
Deliverability is one of the toughest aspects of a successful email marketing campaign. Do you have any stories of how focusing on deliverability has boosted your results? Comment here and let us know!