Understanding the Mailbox Provider Landscape: The Key Players & Recent Impacts on Email Deliverability

July 28, 2020 | 2 minute read
Chad S. White
Head of Research, Oracle Digital Experience Agency
Text Size 100%:

The mailbox provider landscape continues to be dynamic, with ongoing unannounced changes to email filtering and reputation algorithms. That means ongoing headaches for email marketers.

That’s why Oracle CX Marketing created a 43-minute on-demand webinar, wherein Clea Moore helps lessen the pain of these changes by catching you up on what the major mailbox providers have been up to so you can take appropriate action. She discusses the market share of the major mailbox providers in the US: Google’s Gmail, Microsoft’s Outlook.com and Hotmail, and Verizon Media Group’s AOL, Yahoo Mail, and Verizon.net. Moore also discusses recent changes regarding those mailbox providers, including:

  • Gmail’s rollout of Email Annotations

  • Gmail’s filtering changes last fall that dropped unique open rates 2-3 percentage points

  • How Gmail miscategorizing emails earlier this year demonstrates the pitfalls of promotional emails appearing in the Primary tab

  • Early results from Yahoo’s test of BIMI

  • How Yahoo’s early retirement of abandoned email accounts has caused a spike in bounces

  • Verizon Media Group’s goal of monetizing promotional emails by selling view time optimization (VTO) and deliverability and performance feeds to marketers 

  • The migration of Outlook.com, Hotmail and Live.com accounts to Office365’s backend infrastructure

  • The recent difficulties in warming up new sender IPs and domains with Microsoft’s mailboxes

  • And much, much more.

Moore concludes by discussing the impact of the coronavirus pandemic on email deliverability and her four recommendations for how marketers can adapt to the ever-changing mailbox provider landscape.

Access the free on-demand webinar:

We hope you enjoy “Understanding the Mailbox Provider Landscape: The Key Players & Recent Impacts on Deliverability.” Our other on-demand webinars include:


Need help with your email deliverability? Oracle CX Marketing Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including a dedicated Email Deliverability Services team.

Learn more or reach out to us at CXMconsulting_ww@oracle.com

For more insights into email marketing, please visit Oracle CX Marketing.

Chad S. White

Head of Research, Oracle Digital Experience Agency

Chad S. White is the Head of Research at Oracle Digital Experience Agency and the author of four editions of Email Marketing Rules and nearly 4,000 posts about digital and email marketing. A former journalist, he’s been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age. Chad was named the ANA's 2018 Email Marketer Thought Leader of the Year. Follow him on LinkedIn, Twitter, and Mastodon.

Previous Post

How Marketing Automation Workflows Lead to Conversions

Michael Azrikan | 3 min read

Next Post

6 Key Ways Data Informs Cross-Channel Marketing Success

Michael McNichols | 2 min read