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We Analyzed 13 Billion Opens to Discover Where Subscribers Read Email [Infographic]

The past time has brought many changes to the world of email marketing. Whether it was the substitution of Outlook.com with Office 365, the introduction of the Apple Watch, or a continuous increase in mobile opens, email client market share stats have learnt spate of shifts.

In our 2015 Email Market Share infographic, we analyze over 13 billion email opens to learn where subscribers read emails. We take a look at mobile, webmail, and desktop opens over the course of the year, revelations of the reasons why these changes arose and how they may affect your email campaigns.

To get a full, in-depth picture of all of the major innovations from the past year, check out the 2016 State of Email Report.

email-client-market-share-2015-002 -Infographic transcript-

2015 delivered lots of changes to the world of email marketing. Whether it was the substitution of Outlook.com with Office 365, the introduction of the Apple Watch, or a continuous increased number of mobile opens, email patron market share stats have heard spate of shifts.


The top 10 most well known email patrons of 2015.

Apple iPhone: 33% Gmail: 15% Apple iPad: 12% Google Android: 10% Apple Mail: 8% Outlook: 6% Yahoo! Mail: 3% Outlook.com: 3% Windows Live Mail: 2% Thunderbird: 1%


Over the course of 2015, mobile opens increased 17% and now represent 55% of opens. Webmail opens decreased 13% to purpose the year with 26% of opens, and desktop opens decreased 17% for a year-end 19% of total opens.

55% of emails are now opened on mobile. Plus, since August 2015, mobile opens have outdone the 50% mark.


Android opens increased 35% to represent 10% of opens, and iPhone opens rose from 27% to 33% of opens. Conversely, iPad opens lessened 5% over the course of the year and now merely represent 12% of opens.

iPhone: Increased 22% iPad: Lessened 5% Android: Increased 35%

iOS represents 45% of total market share, which is great news for email decorators since HTML and CSS are well-supported.


While the rest of desktop opens was relatively stagnant in 2015, Outlook opens decreased 33% and now represent only 6% of opens.

Apple Mail: Increased 1% Outlook: Decreased 33% Thunderbird: Increased 536% Windows Live Mail: Declined 25%

While the popularity of Outlook overall is on the slump, older different versions of the desktop client–which likewise happen to have better HTML and CSS support–are being phased out in favor of most current version. Outlook 2016 for Windows was released in September 2015 and has already seen some adoption, picking up over 5% of Outlook opens. Outlook 2013 also understood a 50% gain over its first year, whereas Outlook 2003 fell 35%.


Similar to desktop opens, webmail opens took a major make in 2015. Webmail patrons interpreted decreases of between 4% and 42%

Gmail: Decreased 8% Yahoo! Mail: Declined 28% Outlook.com: Lessened 42% AOL Mail: Decreased 4%

The fall in Gmail opens and subsequent rise of iPhone and Android opens may be mentioned users of the Gmail app are switching back to the native email apps on these telephones. The Gmail app for iOS and Android each have notoriously poor expressed support for responsive intend, which can lead to a frustrating suffer for users.


Month-by-month highlightings and email client report from 2015


The year starts out with desktop at 23%, mobile at 47%, and webmail at 30% of opens. The Outlook app for iOS and Android is launched.


Mobile opens plunge to 46%, while webmail opens increase to 32%.


Mobile opens climb back up the ladder and reaching 48%.


Android takes over the# 5 smudge with 8.5% of opens. Apple Mail falls to the# 6 spot. The Apple Watch is launched, and along with it comes the addition of wearables to the email app fleet.


Outlook plunges from the# 4 to# 6 place. Android opens continue to ascent and reach the# 4 smudge with 8.6% of opens.


More Outlook, Android, and Apple Mail swapping! Outlook regains self-control of# 4 spot with 9% of opens, while Android lowers to# 5 place and Apple Mail drops-off to# 6 spot.


Outlook and Android continue their flips. Android regains restraint of# 4 spot–and stays there the rest of the year. The latest version of Windows is launched and it comes with a brand-new universal mail app–Outlook Mail.


Yahoo! Mail takes over Outlook.com’s long-held# 7 place. Thunderbird replaces AOL Mail in #10 spot.


Mobile opens excel the 50% score, while webmail opens dip to 28% and desktop opens dip to 21%. iOS 9 and Outlook 2016 are launched.


After the launch of Outlook 2016 in September, Outlook supplants Apple Mail for the# 5 spot. Nonetheless, it doesn’t last long–Apple Mail climbs back up to# 5 spot in November and stays put the rest of the year.


Mobile opens hop from 52% to 54%. This may a result of vacation customers speaking their emails on-the-go. AOL Mail supplants Thunderbird at #10 spot. After more than two months in spin, iOS 9 approval develops quickly and reports for 72% of all iOS opens.


Mobile opens continue to rise and reaching 55%. Thunderbird objective its first year in the top 10, thumping out AOL Mail for the last place on the list.

* Our 2015 the shares data are from over 13 billion opens compiled worldwide with Litmus Email Analytics between January 1, 2015 and December 31, 2015. It highlights global trend across all industries and verticals. Some email clients may be over- or under-represented due to image blocking.

Which email patrons are most popular with your audience?

While general email client open data is great for looking at trends, it’s your audience that matters. With the add-on of a small tracking code to your campaigns, Litmus Email Analytics produces a report of where your readers open your emails. Use the relevant data to focus your testing efforts–and ensure your campaigns look great in inboxes where your readers are opening.

Discover your audience – Free-spoken 14 day test. No credit card required.

The post We Analyzed 13 Billion Opens to Discover Where Subscribers Read Email[ Infographic ] seemed first on Litmus Blog.

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