Countless email clients on the market make it increasingly difficult to design your newsletter template appropriate to all your subscribers. However, which clients are the most common once? We’ve analyzed several millions of emails in the first half of 2017 and looked into detail – here are the results.
MS Office is the clear winner in B2B
The Microsoft Office product Outlook is the most frequently used program when it comes to the classic desktop applications of your receivers. Especially in the B2B sector, the difference to the remaining email clients becomes clear. With over 70% of the openings in the desktop applications, Outlook emerges as a clear winner.
Unfortunately, Outlook is one of the biggest problem children when it comes to the optimal representation of your email marketing campaigns. Often you are struggling with display problems. Background images are not displayed correctly and animated GIFs cannot be displayed at all. For this reason, it is important to make sure that the content of your campaigns also makes sense without these elements.
Use of iOS & Android confirmed
As expected, iOS and Android devices share over 99% of the openings on mobile devices. The distribution is almost the same for B2B and B2C – clear favorite remains the use of the iPhones.
The openings on mobile devices are steadily increasing. In the B2C sector, they are already the leaders with 36.8% compared to desktop applications and web clients. A responsive design of your email marketing campaigns is therefore indispensable. This is the only way to ensure that the content of your mailings is displays optimally on both – the desktop and the mobile devices. Besides the correct presentation on the different clients, it is also important to adapt your newsletter template to the special requirements of a mobile device. Among other things, call-to-actions should be displayed larger, the font size should be adjusted and even more attention should be paid to the loading times as well as the file size of used pictures.
Greatest diversity in web applications
Web clients should not be forgotten – they account for just under a quarter of the total number from the recorded openings. Compared to the other categories, the distribution of the openings is the largest. The difference between the different web clients on the market is not as clear as in the case of the desktop applications and mobile devices. With a total share of almost 50% in the B2C area, you can still recognize a trend. This goes to GMAIL as well as GMX. A similar picture is also shown in B2B. However, there isn’t such a big difference to other providers as web.de or AON.
Testing, testing, testing
To be prepared for the requirements of all clients and to ensure a perfect presentation for each recipient on each device, an extensive client testing is recommended in advance – especially if you switch to a new newsletter template. Professional email marketing software providers like mailworx support you with it.
Within our little research, we’ve analyzed several million email openings from various sectors within the first half of 2017. The reported values serve a guideline for your email marketing activities. However, we recommend using the statistics tool of your newsletter software – you will get a more detailed overview of your specific target group.