Trends
When we looked at the email domains resorts were sending to back in October 2013, Yahoo! was the surprise winner with Gmail close behind. Then when we revisited this stat in 2015 Gmail had nudged into the front. How does the breakdown look in 2017? Take a look.
The Goods
To find our answer we used the exact same set of resorts as the last two analyses. Initially this included 3,000,000 email addresses and then 3,750,000 in 2015, but that number has now grown to over 4,750,000. We again made the “other” group a bit more inclusive and focused our analysis on just the top five email domains. Let’s start with the pie chart:
Let’s again illustrate the change in share with a bar chart showing the difference (in percentage points) between 2015 and 2017.
If this looks familiar, it should. It’s almost an exact replica in shape as the 2015 update with the differences slightly exaggerated. For example, instead of Gmail gaining 5.3 percentage points, it gained 6.5. For our sample, Gmail addresses now make up more than 29% of all emails these resorts are sending to.
What This Means
The fact that the incumbent continues to grow with no significant challengers in sight suggests that what we’re seeing today is going to continue for the foreseeable future.
Which means that when it comes to email marketing and email deliverability, Gmail’s rules and systems can’t be ignored. A simple one we’ve be talking about for decades is DKIM, but given their propensity to experiment, keeping an eye on Gmail would be wise.
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