Gmail Users Read More Marketing E-mails

According to MailChimp, a fast-growing e-mail distribution service, Gmail users were most likely to open and click on marketing e-mails.

In a recent study, which eMarketer neatly compiled below, open rates varied among users of the top e-mail services, from a low of just over 20% for e-mails sent to AOL users to a high over nearly 31% among Gmail users. The click rate on e-mails sent to Gmail accounts was more than 7.4%, compared with rates between 4% and 5% for Yahoo!, AOL and Hotmail users.


The study also shows that Gmail accounts had the lowest hard bounce rate, but that may be due to Gmail’s way serious spam protection.

And believe it or not, Gmail is not – probably contrary to popular belief – the most popular means of e-mailing. The Google-owned service ranks third among U.S. Internet users, with Yahoo! Mail and Windows Live Hotmail claiming the number 1 and 2 spots respectively.


Gmail showed the highest growth rate among the top three, however, increasing unique visitors by 46% between July 2008 and July 2009.


2 Responses to “Gmail Users Read More Marketing E-mails”

  1. 1 Gabriel September 14, 2009 at 9:43 am

    I think most surprising are the low click through rates shown here. Even 7.4% is incredibly low. I’d like to see similar analysis on more successful campaigns.

    I also see two questions to consider in light of this information:
    1. Does the success of email on some email services over others reflect the types of users on those services, or is it a reflection of the services success at making email more useful and easy to manage.
    2. Shouldn’t a well targeted email’s results transcend the particular email service being used.
    3. This information is only for four major public services, as opposed to all of us that check with paid and private services either through our business email, or ISPs. I wonder if those services have higher click through rates.

    I think we’re going to have to do some of our own data mining 🙂

  2. 2 Golfdiscount October 11, 2009 at 9:31 pm

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