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Infographic: 13bn emails analysed - where are they being read?

Charles Southey

How have smartphones affected email marketing?

Knowing where your emails are going to be opened can play a huge role in the success of your email marketing campaign. Recent trends such as the Apple Watch launch mean that your emails are being opened in even wider variety of devices than ever seen before.

The device your email is being opened on can really be the make or break of your email campaign, as your message needs to be perfectly displayed across the devices that your prospective customers are using. Otherwise - you risk wasting your efforts.

Our friends over at Litmus looked at over 13 billion unique email opens across the last 12 months to find out where your email campaigns are really being opened.

Here's their biggest findings:

  • By the end of 2015, a staggering 55% of all emails were opened first on a mobile device.
  • Web Mail (email accessible in your web browser) opens had also increased, of this, Gmail is still the clear favourite.
  • There was continuing decline in usage of traditional desktop applications, such as Microsoft Outlook, pointing to even further integration with cloud services, such as Office 365, Google Apps or iCloud.

Here's the full infographic for your interest:

Email Client market share

With mobile clearly becoming the preferred way for your leads to read their emails, you need to consider how to ensure your emails effectively communicate your message. Not only should your emails be responsive, but they should also be designed with mobile at the forefront of your thinking.

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