Which Email Clients Do Your Customers Use?
Do you know which Email Clients your newsletter recipients are using? If you do, then congratulations! You’re on top of your email marketing game. Feel free to compare your own numbers with the average for our other 30,000+ customers.
For those of you that aren’t so sure how your customers are checking their email, this blog post is for you. Knowing which email clients your contacts are using helps in at least two really important ways.
You can make sure that your newsletter looks great; and knowing which email client a person/business is using can tell you important things about them (e.g. tech geek vs. slow-adopter. It’s important to know which Email Clients your customers are using, because every email client will display your newsletters a little bit differently.
Use this additional information to customize your marketing strategy!
Mobile’s Growing, but Desktop is Here to Stay
We all know that more and more newsletters are being read on mobile devices, but like any trend, it can be easy to extend the logic too far, and start thinking in terms of “desktop is dead!” As our data shows, this not only isn’t right, it could lead to seriously misunderstanding how your customers are interacting with your emails.
According to the millions of emails that our users sent this year, more than half of all newsletters are still being opened on desktop email clients.
We’ve identified a couple of reasons for this somewhat surprising result:
- B2B vs. B2C. Consumers tend to read more of their personal emails on devices (even during work hours!), whereas businesses are more likely to be engaged via desktop devices.
- Recipients prefer reading newsletters on their desktop device. This could be an attempt to capture the “real world” effect of a broadsheet, or it could be that it’s faster for people to look at a whole page at once rather than scrolling down on a smartphone.
Despite these results, the average share of mobile is going to continue to grow – particularly in the B2C market but certainly also in the B2B as more and more businesses shift from desktop to mobile. The uncertainty means that it’s more important than ever that you ensure that your newsletters are formatted for every device: desktop, phone, and tablet.
Email Clients – Desktop
It’s no surprise that the powerhouse Email Clients like Gmail and Yahoo are leading the way, even moreso than Outlook. Here in Europe, email marketers would be wise to also take into account local email providers (like GMX) in Germany, as the usage rates of certain Email Clients can vary from region to region as well as country to country.
* Shares of total openings
Email Clients – Mobile
Mobile openings on smartphones paint an entirely different picture, with iOS systems outweighing all competitors by about two thirds. Nearly all remaining openings are accounted for by Android smartphones, which leaves a tiny proportion using Windows smartphones. Not so surprising here, if I must say.
* Shares of total openings
The Key Takeaways: Desktop openings are still ahead of mobile, but mobile devices are becoming more important every year. For desktop openings, most are still on Windows devices, while mobile remains dominated by Apple. In order to be prepared for the requirements of all clients and to ensure the perfect presentation for each recipient, we highly recommend client-testing.