{"id":4558,"date":"2017-07-17T00:00:00","date_gmt":"2017-07-17T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/email-client-market-share-trends-1h-2017\/"},"modified":"2020-04-21T15:51:53","modified_gmt":"2020-04-21T15:51:53","slug":"email-client-market-share-trends-1h-2017","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-client-market-share-trends-1h-2017","title":{"rendered":"Email Client Market Share Trends for 2017 (So Far)"},"content":{"rendered":"

The email industry is known for frequent\u2014and mostly unannounced\u2014changes that can affect marketing team\u2019s workflows, email performance, and customer experience (and not always for the better).<\/p>\n

Let\u2019s dig into what what Litmus Email Analytics<\/a> has taught us about email clients so far in 2017\u2014watch the video above and get our full analysis below:<\/p>\n

The rise of webmail<\/h2>\n

In 2016, mobile steadily dominated email client market share<\/a>, beginning and ending the year at 54%. While mobile still claims the majority of email opens, opens in web-based email programs has been on the rise\u2014growing 4 percentage points in the past year to a total of 31% of all opens.<\/p>\n

\"2017marketshare.001\"<\/figure>\n

This is largely driven by Gmail, which has grown to claim 21% of market share (up from 16% a year ago). With over 1 billion monthly users, both businesses and consumers are choosing Gmail, especially as companies look to move their email hosting to cloud-based providers.<\/p>\n

As Gmail rises in popularity, there are some keys you should keep in mind<\/a>. Gmail has finally rolled out support for responsive design, improved font styling, and better support for many CSS properties. This means it\u2019s now possible to build more accessible campaigns, have faster turnaround times, and troubleshoot less bugs, especially for a client with so much market share.<\/p>\n

With this rendering update, more than 95% of emails are now opened in clients that support embedded CSS. This may be a good time to decide if inlining CSS is still worth it<\/a>, or if it\u2019s time to experiment with a new process. With so many changes in the email industry, it\u2019s important to always know your audience with Litmus Email Analytics<\/a>\u2014and to build consistent testing into your workflow to catch any rendering changes that occur without warning.<\/p>\n

The top 10 email clients of 2017 (so far)<\/h2>\n

Gmail\u2019s rise may be partially due to other changes in the industry. With iOS 10 and improvements to rendering in Gmail, users are migrating to their email apps of choice\u2014and deleting the stock apps that come with their phones and tablets.<\/p>\n

\"2017marketshare.002.003.mod\"<\/figure>\n

You’ll also see a newcomer debuted in the #6 spot. Samsung is the most popular Android manufacturer in the world, and represents 5% of email opens. Breaking out Samsung shows a more detailed look at Android behavior, especially since Samsung has its own share of quirks. To get a complete picture of Android email market share, combine Samsung and Android\u2014you\u2019ll see that the total Android market share hasn\u2019t changed since December, holding at 9%.<\/p>\n

WHERE DID WE GET ALL THIS DATA?<\/h2>\n

This data is derived from billions of email opens collected worldwide with Litmus Email Analytics<\/a>. It highlights worldwide trends across all industries and verticals. Some email clients may be over- or under-represented due to image blocking. Tracking trends over time is the best way to monitor open data for email!<\/p>\n

WHICH EMAIL CLIENTS ARE MOST POPULAR WITH YOUR AUDIENCE?<\/h2>\n

Remember that benchmarks are great to set a baseline, but what really matters is your audience. Take Litmus\u2019 own email list. Our subscribers open on mobile about 14% of the time, even though the industry average is over 50%. That\u2019s a big difference when it comes to strategy and execution\u2014without Email Analytics<\/a>, we might know opens and clicks from a specific campaign, but we\u2019d never know where to focus our efforts for the next one.<\/p>\n

Available in our Plus plan, Email Analytics<\/a> helps you understand your audience to improve performance and optimize your campaigns. You can also pinpoint subscriber geolocation, see how long subscribers spend reading emails, and track forwards and prints\u2014so you can deeply understand your email marketing performance and tailor your email strategy to maximize your return on investment.<\/p>\n

Take Litmus Email Analytics<\/a> for a spin and start making data-driven marketing decisions for your next email. You\u2019ll get the insights you need to provide your customers with an incredible email experience that drives incredible results.<\/p>\n

Sign up today \u2192<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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