Over the past few years, email marketing has undergone lots of changes. Last year alone, the introduction of Office 365 as a replacement for Outlook.com as well as the introduction of the Apple Watch have sent ripples in the industry.
And as a business owner and/or online marketer, these changes are necessary to give you a better insight into the current state of the market, enabling you to make the necessary adjustments in order to make your campaigns more effective.
Here’s a brief list of email marketing stats you need to know.
Apple’s iPhone emerges as top email client for 2015
Apple’s iPhone has landed the top spot as the most popular email client for last year. Trailing the iPhone are Gmail and the iPad which landed the second and third spots, respectively. Rounding out the top 10 list are Google Android, Apple Mail, Outlook, Yahoo! Mail, Outlook.com, Windows Live Mail and Thunderbird.
Increase in mobile opens
In terms of opens by environment in 2015, mobile opens have increased by 17 percent and account for 55 percent of all opens. Unsurprisingly, Webmail opens have plunged by 13 percent, accounting for 26 percent of opens. Ditto with desktop opens which have decreased by 17 percent.
In terms of mobile opens, iPhone opens account for 33 percent of opens, increasing by 27 percent compared to last year’s figures. Not to be outdone, Android opens have increased to 35 percent, accounting for 10 percent of all opens. IPad opens, on the other hand, have decreased by 5 percent and account for 12 percent of opens.
Overall, desktop opens have decreased. However, Outlook has emerged as the biggest loser, with a decrease in opens by as much as 33 percent. Other platforms like Apple Mail and Thunderbird saw substantial increases in opens — 1 percent and 536 percent, respectively.
Webmail opens share a similar story with desktop opens. Gmail opens, for example, have decreased by 8 percent while Yahoo! Mail opens have declined by 28 percent. One likely reason behind the decrease in Gmail opens may be the fact that many users are switching to native email apps on their devices.
Wading through trends and figures
While these figures provide great insight to the evolving habits of consumers, by no means should you rely entirely on this data. At the end of the day, you need to look at your current crop of customers and subscribers and dig deeper in order to see emerging trends that you can use to tweak your campaigns.
It is important to note that Responsive Email Design, sometimes referred to as RED, has been growing rapidly in popularity, and the above stats already show that, on average, up to 55% of emails are opened first on a mobile device. For some companies, that rate is as high as 70%. If you’ve ever had the sad experience of trying to read an email on your mobile phone that was only created for a desktop view, you will know what I’m talking about; missing images, tiny fonts, hard to find calls to action and buttons, fruitless scrolling, frustrating navigation, just to name a few of the user frustrations.
For that reason, today’s brands are turning to advanced responsive design techniques that create a better first impression for their subscribers, increase their open and click-through rates and boost their revenues.
If you need assistance setting up your Email Marketing Campaigns, be sure to contact our MGR Team and we’ll be happy to discuss all the options with you!
Thank you for reading. Until next time, this is Manuel Gil del Real (MGR)