Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Yesmail Study: Gmail Has the Most Engaged and Fastest-Growing User Base

February 12, 2014
Get the Flash Player to see this rotator.
 

From YesMail: Despite Google's recent controversial changes to its email service, including the introduction of inbox tabs and hosted images, a new Yesmail Interactive study shows that Gmail boasts the most engaged user base among the four major providers.

The report released Feb. 11 by Yesmail, Yes Lifecyle Marketing's email marketing solutions provider, finds that 19 percent of Gmail users were active in the past 12 months—compared to 14 percent for Yahoo, 12 percent for Hotmail and 10 percent for AOL. The number of Gmail users is also growing far faster than any other free email service, accounting for more than 40 percent of all new subscribers in the last three months of 2013.

Yesmail based its findings on an analysis of more than 6 billion marketing emails sent on behalf of clients in the fourth quarter. The numbers suggest that the changes Google made to Gmail last year have had a minimal effect on engagement and growth for the 10-year-old email service.

"It is remarkable that Gmail, with its sometimes controversial practices, accounts for close to 15 percent of all database subscribers and, moreover, boasts the most engaged subscriber base," said Michael Fisher, president of Yes Lifecycle Marketing. "This, perhaps counter-intuitive finding, demonstrates the importance of measurement and analysis before marketers deploy new strategies."

The big four freemail providers account for 60 percent of subcribers in marketing databases, and Yahoo is the most popular, totaling 23 percent of all users. At 14.2 percent, Gmail is close to overtaking Hotmail (14.7 percent) for the No. 2 spot.

Other findings from "Yesmail's Email Marketing Compass: The Subscriber Domain Edition" report confirm Gmail's continued rise in popularity:

  • 11 percent of Gmail users were active in the past 90 days, higher than Yahoo (8 percent), Hotmail (7 percent) and AOL (6 percent).  
  • Gmail users accounted for 43 percent of all new subscribers in the fourth quarter, significantly higher than Yahoo at 32 percent, double that of Hotmail and more than seven times the number of new AOL users.
  • Gmail has the lowest percentage of subscribers who have never been active at 70 percent, while AOL has the highest at 79 percent.
  • A third of Gmail users have opted into marketing databases in the past 12 months, compared to 21 percent or less for the other three major providers.
  • Engagement with Gmail users increased the most during the holiday season, jumping 25 percent between Q3 and Q4.

To download the full report, "Yesmail's Email Marketing Compass: The Subscriber Domain Edition", click here.

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!Does your writing bore readers? Write Everything Right! will 
introduce you to the tested and proven attention-getting (and 
attention-holding) secrets of an elite, anonymous cadre of writers. They
 earn six and seven figures a year. These are advertising copywriters 
who have been mobilizing the English language and sending it out to sell
 for the past 800 years. Their unique skill: copy so powerful and 
smooth, it's easier to read than to skip.



For a free PDF sample of Write Everything Right!

Click Here

You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
writer/author shine through on every page.
 —Pat Friesen Write Everything Right!

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of...

ORDER NOW

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: