In November last year, mobile opens surpassed the 50% rate of all email opens, making smartphone and tablets the go-to devices for the majority of email users. In December and the lead up to Christmas, mobile maintained its majority share.
Mobile wasn’t the only strong performer towards the tail end of last year, however. For the first time since May 2012, total opens on webmail also saw an increase, growing from 18% to 20% of all opens.
Desktop, it seems, was the only loser, with the open rates for that platform dropping from 31% to 29%. This loss can in part be attributed to Outlook which dropped from 17% to 14% of opens. It is fair to assume, however, that the festive period will likely be a contributing factor here; Outlook still holds the number 2 spot in the email client top ten list and is used significantly in business. Therefore, with so many people taking extended holidays and being away from their desks in December, the number of opens is always likely to drop.
Google shook things up again in early December by announcing that their servers would begin processing email images in order to automatically display them in their Gmail client. This is undoubtedly a boon for the user, but many feared it would impact negatively on email marketing. Principally, the ability to report accurately on opens is feared to be affected by the change, as most email marketing clients rely on user interaction with unloaded images in order to track opens. mailingmanager thankfully appears to be unaffected, which is great news when you consider that Gmail appears to be growing in popularity.
In December, Gmail nearly doubled its market share, jumping from 8th to 6th place in the top ten clients. It now represents 6% of all opens. Any changes Google make to their email service this year, will therefore be just as important for the way in which the email marketing landscape develops.
Image courtesy of Chaiwat / freedigitalphotos.net