As of March 2024, Apple's devices using client Mail Privacy Protection (MPP), which hides iOS, iPadOS, and macOS devices for privacy purposes, were the most popular on the global market - making up a share of ** percent opens during the year. The Gmail client ranked second, with around ***** percent of e-mail opens in 2024, while Outlook ranked third with approximately **** percent of the total global e-mail opens.

Despite the growth and prominence of mobile messengers and chat apps, e-mail is an integral part of daily online life. In 2025, the number of global e-mail users amounted to **** billion and is set to grow to **** billion users in 2028. Global e-mail audiencesIn 2023, approximately *** billion e-mails were sent and received every day worldwide. This figure is projected to increase to over *** billion daily e-mails in 2027. As of July 2022, Apple Mail Privacy accounted for over half of the e-mail opens, while mobile use of e-mails saw a significant decrease in their market shares. Apple MPP e-mail app was the most popular e-mail client, accounting for ** percent of e-mail opens. Gmail, the free e-mail service owned by Google, was ranked second with a ** percent open share. Malicious mailMany online users use e-mails for website and newsletter signups and brace themselves for the inevitable flood of spam and marketing communications. Whereas most unwanted e-mails are annoying yet ultimately benign, consumers are right to be wary of malicious e-mail that can be used to compromise their digital accounts and devices. In 2023, ** percent of fraud reports in the United States related to cases in which victims were contacted via e-mail.

With the internet becoming increasingly accessible, the number of e-mails sent and received globally has increased each year since 2017. In 2025, there were an estimated 376 billion e-mails sent and received daily around the world. This figure is projected to increase to 424 billion daily e-mails by 2026. E-Mail marketing Despite the increasing popularity of messengers, chat apps and social media, e-mail has managed to remain central to digital communication and continues to grow in uptake. By 2025, the number of global e-mail users is expected to reach a total of 4.6 billion - an approximate six hundred thousand increase in users, up from 4 billion in 2020. Not only that, when it comes to online advertising e-mail has seen higher click-through-rates than on social media. In Belgium and Germany, these were 5.5 and 4.3 percent respectively - compared to the 1.3 percent global average CTR for social media during the same time period. Gmail Launched in April 2004, Google’s Gmail has earned its spot as one of the most popular freemail services in the world. According to a 2019 survey, its popularity worldwide was trumped only by Apple’s native iPhone Mail app with 26 percent of all e-mail opens worldwide taking place on the platform. Millennials surveyed in the United Kingdom listed Gmail among their top 5 most important mobile apps, while a similar survey carried out in Sweden saw Gmail tie with WhatsApp for a spot among the top mobile apps nationwide.

Being Shopify's technology partner, Klaviyo is the favored tool for email marketing on Shopify stores. In 2023, ** percent of Shopify stores used the Klaviyo integration. Mailchimp followed with just ** percent of stores.

Email Testing Tool Market Outlook

The global market size of Email Testing Tools was valued at approximately USD 580 million in 2023, and it is projected to reach around USD 1.2 billion by 2032, reflecting a Compound Annual Growth Rate (CAGR) of 8.5%. This robust growth is driven by the increasing need for organizations to optimize their email marketing campaigns and ensure deliverability, compatibility, and compliance with various standards.

The rise of digital marketing has been a significant growth factor for the Email Testing Tool Market. With email marketing being one of the most effective channels for reaching customers directly, businesses are increasingly investing in tools that ensure their emails perform optimally. These tools help in identifying issues such as deliverability problems, rendering issues across different email clients, and compliance with spam regulations, which are crucial for maintaining the effectiveness of email marketing campaigns. As the digital landscape continues to evolve, the demand for sophisticated email testing tools is expected to grow.

Another important growth driver is the increasing complexity of email marketing. Modern emails are no longer simple text messages; they often contain rich media, interactive elements, and personalized content. This complexity necessitates thorough testing to ensure that emails display correctly across a wide range of devices and email clients. Consequently, there is a growing need for advanced email testing tools that can handle this complexity and provide detailed insights into email performance.

The regulatory environment also plays a significant role in the growth of the Email Testing Tool Market. With stringent regulations such as the General Data Protection Regulation (GDPR) in Europe and the CAN-SPAM Act in the United States, businesses must ensure that their email marketing practices comply with the law. Email testing tools help businesses comply with these regulations by providing features such as spam testing and content testing, which can identify potential compliance issues before emails are sent out.

In the realm of email marketing, Sales Email Tracking Tools have become indispensable for businesses aiming to enhance their outreach strategies. These tools provide detailed insights into how recipients interact with emails, such as open rates, click-through rates, and engagement patterns. By leveraging these insights, marketers can tailor their campaigns to better meet the needs and preferences of their audience, ultimately driving higher conversion rates. As the competition in digital marketing intensifies, the ability to track and analyze email performance in real-time allows businesses to stay ahead and continuously refine their strategies for maximum impact.

Geographically, North America holds a significant share of the Email Testing Tool Market, owing to the high adoption rate of digital marketing solutions and the presence of major market players in the region. Europe is also expected to witness substantial growth, driven by stringent regulations and the increasing focus on data privacy. The Asia Pacific region is projected to experience the highest growth rate, fueled by the rapid digitalization of businesses and the expanding e-commerce sector. Latin America, the Middle East, and Africa are also emerging as potential markets, driven by improving internet penetration and growing awareness about the benefits of email marketing.

Component Analysis

The Email Testing Tool Market can be segmented by component into software and services. The software segment is expected to dominate the market, owing to the increasing adoption of advanced email testing software solutions by businesses of all sizes. These software solutions offer a wide range of features, such as deliverability testing, spam testing, rendering and compatibility testing, and content testing, which help businesses optimize their email marketing campaigns and ensure compliance with various regulations.

The services segment is also expected to witness significant growth, driven by the increasing demand for professional services such as consulting, implementation, and support services. As businesses seek to leverage the full potential of email testing tools, they often require expert guidance and support to effectively implement and use these tools. This has led to the growth of a robust market for email testing services, which is expected to continue

During a 2019 survey carried out among marketers from across the globe, ** percent of marketing agencies stated that their clients used basic segmentation, an increase of *** percent. Optimizing email for mobile devices and regular list cleansing were also popular practices of clients' email marketing efforts, at ** percent and ** percent respectively.

In 2021, the most popular apps used in Spain were those used for communication, such as messaging and video call apps, with **** percent of respondents indicating that they used this kind of app. Email and social network apps followed, with a share of respondents of **** and **** percent, respectively.

According to a survey by Rakuten Insight on dining out habits in November 2024, ** percent of Singaporean respondents who regularly made restaurant reservations used an app to do so. By comparison, none of the respondents who usually made dining reservations did so via email.

According to a global 2022 survey, Indian consumers appreciated customer service via chatbots the most, with 36 percent of them finding it useful when shopping on mobile devices. Respondents from the United Arab Emirates and Indonesia followed with 30 percent each, while 27 percent of Mexican shoppers had the same opinion. Scandinavian respondents showed the biggest skepticism regarding the use of this AI tool in mobile shopping, as only 8 percent of consumers in both Denmark and Sweden valued chatbots. Chatbots drive conversational commerce By simulating natural language, chatbots go under so-called conversational commerce, a shopping channel expected to generate increasing revenue in the upcoming years. All players, from marketplaces to online e-commerce brands, implemented chatbots to automate pre-and post-sale services. In Europe, one in five direct-to-consumer (D2C) e-commerce companies planned to invest in Artificial Intelligence (AI) and chatbots, a survey from 2022 revealed. Messaging apps in conversational commerce Even more than chatbots, established messaging apps such as WhatsApp or chat apps connected to social media are the main tools for conversational commerce. In Southeast Asia, 27 percent of online consumers used Facebook for this type of shopping in 2022. Besides product recommendations, messaging apps are used for information on delivery as an alternative to email or SMS. In 2021, WhatsApp remained the third-most preferred channel for delivery notifications in Europe.

According to a survey of app users in Europe, the Middle East, and Africa (EMEA) conducted during the second quarter of 2022, 96 percent of respondents indicated they preferred encountering ads while browsing their email apps, while 95 percent of respondents indicated chat apps. By comparison, around eight in 10 respondents preferred in-game ads, while less than six in 10 respondents reported a preference for ads displayed in healthcare apps.

In 2024, 70 percent of all fraud cases performed via social media reported by consumers in the United States to the Federal Trade Commission (FTC) resulted in financial losses for the victims. Online frauds via websites and apps resulted in monetary losses in 68 percent of the cases.