By Manuel Rozewski

How it all started

Since a few decades, the international connectivity and its fast – paced environment defines us. Not long ago, children were playing on the playground. Now they are hunting for Pokemon’s in the real world.

Most likely, you have been sending love letters or just a regular “Hi grandmother, I am doing fine’ letter in the past. Checking constantly your physical mailbox for any answers. This time is over.

Do you want to stay in touch with your family? Have quick Skype session or send a WhatsApp message. Do you like it to be more formal? You send out an email.

The way we communicate and access information has changed

With the birth of the World Wide Web in 1989, the first commercial email providers started forming. They are formerly known as AOL, Prodigy, and CompuServe.

Those services would assign you an email address automatically. 7 years later, Hotmail gave you the opportunity to create your own email account. This was the beginning of the change how we communicate nowadays.

Today, we have 7,4 billion people living on the earth and 46% of those have internet access.

The reach and importance of emails

3,4 billion internet users are looking for information on a regular basis. Google has the goal to provide internet access to every single person on the planet. They launched the Project Loon. Let’s hope it will be successful so everybody can enjoy the connectivity.

Now nearly 2,6 billion have one or several email accounts. This number will continue to grow, especially because of the rise of social media platforms and if the Project Loon is a triumph.


Any single platform or other communication opportunities on the internet needs an email account to access the services.

Also the acceptance of paying with credit cards online is getting bigger which requires email accounts to register and to make an valid online transaction.

Here you can find more statistics related for emails

Which email clients are still playing an important role?

A recent publication of the email client usage showed that Apple iPhone has one third of the market share. Directly after, it is Gmail with on 16%.

Apple iPhone Mail

The Apple iPhone Mail keeps staying on the top as the most prominent client out there.

It has the advantage of the support for HTML and CSS. That is a huge hooray for all the email campaign designers out there. It won’t give you much of a headache.


Gmail is Google’s email client and is one of the most popular in the world but can be a tricky one for email campaign designers.

You need to thoroughly understand how Gmail processes the HTML/CSS. Otherwise you will struggle a lot.

Apple iPad Mail

Apple iPad Mail is coming in on third place with 11% of the pie. It has its similarities to the email client for the iPhone.

Usually, focusing on the iPad for the email design is not required as the display is big enough to show any elements on it. The only exception is if you have any campaign targeting only those specific users.


Lower down the ranks of popularity we have Outlook. It has a market share of 7% which must be considered. You want to make sure that your designs look great on it.

It can be a pain in the rear that Outlook has a poor support for HTML and CSS which doesn’t make it an easier task just like Gmail. Always remember to test and re-test your emails to deliver an awesome email experience for your receivers.

Yahoo! Mail

Poor Yahoo! Mail. With the empowerment of iOS and Android, Yahoo! has seen a steady decrease of its user base over the past few years.

Within just a few years, their market share dropped from 13% to 3%. We just have to hope that Yahoo! Mail won’t disappear forever as it offers a great support for HTML and CSS.

Please test your mobile email campaign versions

Every month, we have a newsletter that we sent out to our email list. It contains updates about our updated courses schedule. If that is not enough, it is packed with pictures from special occurrences.

This time we made the foolish mistakes to not actually sent out test emails. We did not test our email campaign design on several devices.

Only the mobile preview version from MailChimp was considered, which to be honest, is not a great option to do so.

Desktop Version Of An Email Campaign

Take a look at this.

email client

That is how our newsletter looks like on a desktop pc using Gmail in a browser. Not bad, right? We don’t see any formatting issues or anything like that.

Mobile Version Of An Email Campaign

Now let’s head over to the mobile version of Gmail.

It looks so different! Not what we wanted. Clearly, you can see that the heading ‘Start Your Web Design Career’ is overlapping.

Mistakes like these are not good if you want to be a reputable and professional company.

Here is another example from the same newsletter.


The elements are not aligned in the center of the email and the boxes are not aligned as well.

Don’t forget to always send yourself test emails and have a look across several devices to guarantee a smooth email campaign launch.

What email clients are popular with expats in Thailand?

Our founder and passionate teacher Carl Daniel Heaton started a poll in the Facebook group Bangkok Expats. He asked other expats from Thailand to see what email clients they are using mostly.


Here are the results summarized:

  • Gmail: 68.5%
  • Hotmail: 14.4%
  • Yahoo! Mail: 6.3%
  • Apple Mail: 5.4%
  • Outlook: 4.5%
  • Loxinfo: 0.9%

Expats in Thailand definitely prefer Gmail as their primary email account. Apple Mail has a market share of one third but not here in Thailand which is surprising. Yes, it is a small sample size but let’s pretend that this hypothesis stands its truth.

What does this mean now, if you are targeting email campaigns in Thailand? Put all focus on designing the perfect email campaign for Gmail users. Especially on the mobile version.

Watch your mobile email campaigns

As you have seen before, the mobile email campaign can be a difficult task to master. It is important though as you want your prospects to become leads.

Thus you need to deliver a great experience to your receivers.

I am pretty sure that you don’t want to read an email that requires you to scroll from left to right and has overlapping headings. It is just no fun to read.

But it does not stop there. Businesses in Thailand can now profit from the fact that they know that Gmail is the most popular among expats. They need to consider using Gmail Ads with Google Adwords.


The numbers of expats living in Thailand have a big discrepancy between the sources. It is approximately around 3 million expats. Which is great number to focus your Gmail Ads on.

Use Gmail Ads for a smooth experience

Google introduced Gmail Ads in 2015 which replaced the standard text ads with native ads. It creates a more smooth experience for the user.

It has two main parts how it is used.


The collapsed ads gives a first impression of what the ad is about and fits in perfectly with the Gmail App. It does not disrupt the user experience.

gmail-ads-2The expanded ad is displayed as soon as the user clicks on the collapsed one. It provides information and images which create a feeling of being a landing page.

You can either choose to use one of the Gmail Ads templates or use a completely customized HTML format.

This will give you the greatest amount of flexibility possible. Just like in Google Adwords, you can reach our audience with advanced display targeting in Gmail Ads.

Here are the key points summarized for you once again:

  • Design your email campaigns for Gmail in Thailand
    • If you focus on expats, try to design the perfect email for Gmail
    • That does not mean you should forget the other email clients
  • Make use of Gmail Ads
    • Recently published with great opportunities
    • Easily customisable and does not disrupt the user experience
  • Test, test, test
    • Don’t neglect the fact that you must test your email campaign. Mistakes can happen very easily. Sent out preview test emails and have a look across different devices.

Want to Learn More about Email Marketing?

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Manuel Rozewski

About The Author


Manuel is our intern from Germany. He is currently focusing on Digital Marketing and wants to continue working in that area.