Mobile email open rates hit a tipping point in 2013, closing out the year at 51% of emails opened. [1] Mobile opens increased 21% over the year, desktop decreased 12%, and webmail decreased 20%. As we enter 2014, the trend line is clear – we are becoming a mobile first email society.
So which email clients are most popular with users? Topping the email client leaderboard was the Apple iPhone, followed by Microsoft Outlook at a distant second and Google Android in 3rd.
2013 Notables
• Android saw a 57% increase in 2013, moving from #6 to #3 between January and December. Gartner reported that 82% of smartphone sales in Q3-2013 were for Android devices, compared to 12% for iOS.[2] Given the substantial volume of Android powered devices and the user trend toward mobile, we expect to see Android overtake Outlook for the #2 position in 2014.
• Outlook.com replaced Hotmail in April, briefly holding the #4 position and settling at #7. Outlook.com users use mobile about half the time, with 47% of opens coming from devices.
• The introduction of Gmail tabs in May was followed by a 20% steady decline in open rates which reversed course as the year ended.
• Gmail has hovered near the bottom of the leaderboard because it blocked images by default, making tracking difficult. In early December Gmail announced automatic image loading, and as a result moved from #8 to #6 on the leaderboard with 6% of total opens. These fresh Gmail stats will be something to keep an eye on in 2014.
Key Takeaway
If you’re not already optimizing for mobile email first, consider this your wakeup call. Not only does your email need to be designed for the mobile experience, it needs to link to an equally delightful mobile experience. 2014 is the year of mobile first. Are you ready?
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