This means that an email opened in Gmail via a web browser will be indistinguishable from an email opened in the Gmail mobile app. Gmail then loads the same images from the same servers each time a subscriber opens the email-regardless of whether that open happens in a web browser or inside the Gmail app for Android, iPhone, or iPad. Those cached images-including open tracker pixels, like the ones email platforms and Litmus uses to collect data-are stored on Gmail’s servers. Gmail automatically downloads and caches images. That’s because of Gmail’s image caching, and the limitations it brings to email analytics data.
While the Email Client Market Share data clearly shows the dominance of mobile reading environments, the share of mobile opens might in fact be even higher than the data shows. In June 2018, mobile opens accounted for 46% of all email opens (down 1% from December 2017), followed by webmail opens at 35% (-1%), and desktop opens at 18% (+1%). Aside from a little bit of fluctuation in the first quarter (desktop opens rose to a peak of 21% in March while webmail opens dropped to 32%) the first half of 2018 ended close to where it started. When looking at email opens by reading environment, we didn’t see any major movements in the first half of 2018. Mobile remains the most popular reading environment What’s clear though is that if Gmail opens continue to grow at this rate, there is a chance that Google’s popular email client might have a chance to take over the number one spot on the market share leaderboard from Apple’s iPhone before the end of the year. Does the new and improved Gmail-which is still optional for users at this point-already have a positive impact on reading behavior? We can only hypothesize. The timing of the climb in opens matches the relaunch of Gmail’s new interface, which started rolling out in April. While Gmail opens did see a dip in February and March 2018, the past three months have shown a steady rise in Gmail opens.
With a combined market share of 56%, the majority of all emails are read in one of these clients. This also means that… Most emails continue to be read on iPhones and in GmailĪpple’s iPhone (29%) and Gmail (27%) remain the most popular environments to read email. Overall, there were no major surprises on the top 10 list. , which was the 7th most popular email client in December 2017, has lost one percentage point in market share, causing it to drop below Android, which now holds the #7 spot. While there have been a few small changes in market share-for example, Apple iPhone and Gmail have both gained one percentage point while Apple’s iPad has lost one percentage point-the overall ranking has remained virtually unchanged with the exception of spots 7 and 8. The first half of 2018 didn’t bring any significant movement to the top 10 most popular email clients. But what has changed in 2018? Here’s what the first six months’ worth of Email Analytics data-that’s insights from more than 6 billion email opens tracked with Litmus Email Analytics-teach us about the email marketing landscape. Over the course of 2017, we analyzed 15 billion email opens to see where subscribers read emails, and summarized our findings in our 2017 Email Client Market Share infographic. That means a better experience for your subscribers-and a more efficient process for your team. It’s simple: If you know what clients and devices your audience uses to read your email, you can focus your design and optimization efforts on exactly these environments. You can find it here.Įmail analytics insights don’t just help you track email performance, they also are a powerful tool to help you improve your email campaigns. We’ve got an update! Make sure to check out the most recent version of the Email Client Market Share infographic.
#Mac email clients for 2018 plus#
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