fun facts
It all starts with a list of top domains. Top ten million, in this case. Of those top, around 12% of them have published a DMARC record. Of those, which ones have a BIMI record in place? That’s what this data shows. That means that it’s a percentage of a percentage of an arbitrary measure of “top domains.” But hey, we can still have fun with this — sort of questionable data set, so let’s do that! BIMI logo adoption is growing in this data set. Perhaps not exploding like gangbusters, but it is still good to see it growing, from 1.26% of top domains up to 1.38%. Today, that’s nearly 17,000 domains (of that top 10 million) that have published a BIMI record. From June through December 2023, the rate at which BIMI-publishing domain owners also implemented a Verified Mark Certificate (VMC) rose from around 10% to around 14%.
It’s time for some more fun with data! How broadly has DMARC been adopted? It’s a complex question and the answer is “it depends.” Many good senders have already implemented it — but based on Yahoo and Google pushing for it this year, it has clearly not been adopted widely enough for it to be considered a “must have” for every domain that sends mail. (And let’s not forget about domains that don’t send mail.) Every month, I take a peek at the top 10 million domains, logging various bits of DNS so that I can do later analysis. One of those data bits is: Does this domain have a DMARC record? Surprisingly, you can’t assume that the answer is yes. Though you can see that DMARC adoption is slowly nudging upward, only around 1.23 million domains (out of the top ten million) have a DMARC record in play. Now…this
Twilio Sendgrid (just?) released their ” 2023 Email Marketing Benchmark Report ” and it’s chock-full of baseline and quartile metrics for you to refer to when ranking your own marketing efforts. Here and there a stat might seem a bit weak (5% open rate at best?) but when you take every industry and vertical together and mix it all in a blender, you’re probably going to blend away some of those edge cases. The data is actually from 2022 — not sure why it’s effectively a year delayed or if I missed it before (?) but it’s a fun read, nonetheless. Thank you, Twilio Sendgrid, for sharing this! You know how much I love to stack rank mailbox providers to help define the size of the mailbox universe — I’ve done it with my own small data, and I’ve linked to others summing up their own data, but it’s nice
Time for some more fun with data! This time, courtesy of Senior Email Consultant Keith Kouzmanoff, who kindly shared this fun data sample, breaking down how many times each common username appeared in a sampling of email list data containing more than two million email addresses. Who’s number one? It’s john@. Congrats, john@, you’re the most popular email username.Here’s the top ten:John@Mike@Steve@David@Mark@Jim@Bob@Chris@Gary@Joe@Darn it, I thought I (al@) was number ten, but I realize that I misread the chart, and I’m much further down the list. Oh, well. Regardless of my own ranking, thanks to Keith (who also didn’t make the top 25, ha ha) for sharing this data. I’m not sure what I’d do with this from a marketing perspective, but it’s fun to visualize, regardless!Source: Keith Kohzmanoff on Linkedin