Mariam, in charge of Spanish-speaking marketing at Mindbaz, tackled the question: How do you target Colombians as an email sender? This Colombian came to France and shares tips on emails and deliverability every day.
She discusses cultural differences, behaviors of Colombian users, and key email stats for Colombia. In the world of digital marketing, sending email campaigns to Colombia has become one of the most effective strategies to reach key audiences, especially in the realm of monetization through affiliate marketing. With an increasingly connected digital population and a growing interest in relevant and personalized content, email marketing offers a unique opportunity to increase revenue through commissions and qualified leads.
Summary- Email providers in Colombia
- Digital habits and culture in Colombia
- Key email stats in Colombia
- Best practices to adapt your email strategy
- In short: Email & Colombia: webmails, culture, and stats to know
Email providers in Colombia
As in many countries, Gmail dominates in Colombia, followed by Outlook, Apple, and Yahoo!, which remain popular.
Knowing Colombian webmails is essential to maximize deliverability. A domain and usage analysis can help improve targeting.
Main services and their market share
Currently, there’s no specific and up-to-date data exclusively for Colombia, but trends can be inferred based on global and Latin American statistics, which are generally reflected in the Colombian market.
| Ranking | Webmail | Cuota de mercado aproximada |
|---|---|---|
| 1 | Gmail | 64.3% |
| 2 | Apple Mail | 24.5% |
| 3 | Hotmail.com | 3.2% |
| 4 | Yahoo! | 3.0% |
| 6 | Android Mail | 1.4% |
| 8 | Outlook.com | 0.6% |
| 9 | Otros | 3% aprox |
Fuente: El dominio de los clientes de correo electrónico en 2024: un análisis de la cuota de mercado
Specific considerations for Colombia- Gmail is the most popular provider in Colombia for both personal and professional users due to its ease of use, integration with Google services, and wide adoption on Android devices.
- Outlook (Microsoft) maintains a significant share, especially in corporate and educational environments using Microsoft 365.
- Yahoo! Mail and other services like Apple Mail have a smaller presence, although Apple Mail might be overrepresented in global statistics due to measurement methods based on image opens.
Digital habits and culture in Colombia
The digital culture in Colombia is marked by heavy mobile use. Emails are mainly opened on smartphones, which impacts how campaigns should be designed. Overly promotional or impersonal messages are often ignored.
Email habits in Colombia also differ slightly from Europe, with higher engagement in the evenings and weekends.
Key email stats in Colombia
Here are a few important stats to fine-tune your email strategy in Colombia:
| Indicator | Estimated Value |
|---|---|
| Average open rate | 22% |
| Mobile email usage | 76% |
| Average click rate | 3.1% |
| Top webmail | Gmail (less dominant than in Europe) |
| Preferred reading hours | 6 p.m. – 10 p.m. |
Best practices to adapt your email strategy
To succeed in your digital marketing in Colombia, follow these best practices:
- Optimize for mobile reading
- Customize content by geographic segments
- Consider Colombian webmail particularities
- Avoid daytime sending; prefer evenings and weekends
- Improve deliverability by analyzing recipient domains
- Adapt to local email usage behavior
To go further in personalization and performance, platforms like Mindbaz offer an ideal solution for targeted campaigns. With a location-based email approach, high deliverability, and strategic guidance, it helps mid-sized media outlets make the most of their audience—even in specific markets like Colombia.
Legal framework for email sending in Colombia
In Colombia, email communications are mainly regulated by Law 1581 of 2012 (Personal Data Protection), which requires prior, explicit, and informed consent for commercial communications, and Law 527 of 1999, which grants legal validity to electronic messages. Additionally, the Habeas Data Law guarantees users the right to control who uses their information and to revoke authorizations to receive emails. With solutions like Mindbaz, you can personalize your sends, ensure high deliverability, and benefit from a platform designed for media with localized strategies, including Colombia.
With solutions like Mindbaz, you can customize your sends, ensure high deliverability, and benefit from a platform built for media with localized strategies, including Colombia.
No time to read? Here’s a recap
In short: Email & Colombia: webmails, culture, and stats to know
- Colombia mainly uses Gmail as its primary provider, followed by Outlook and Yahoo!
- Local webmails and domain names affect campaign deliverability.
- Most emails are read on mobile, typically during evenings and weekends.
- The average open rate is about 22%, with a click rate of 3.1%.
- Campaigns must be localized, personalized, and adapted to Colombian digital culture.
- A successful email strategy in Colombia requires strong knowledge of local behavior and practices.