The situation of Email Marketing in 2016 worldwide

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Article updated 1 year ago by NewsMDirector
Litmus report identifies email marketing in 2016

What is the state of the art of email marketing in 2016? Litmus has published a report called “2016 State of Email Marketing Report” in which the main trends in the email marketing sector are analysed. To do so, the data obtained by the users of this platform during 2015 are taken into account, which show the situation of the email marketing sector in 2016.

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The Litmus report provides information on the behavior of email marketing users in 2016 in 4 main areas:

New email programs, applications and operating systems.
Updates and changes to email clients.
Deliverability, security and spam.
Market share of email client programs.
To gain insight into the sector, the Litmus report analyzes 3 billion email opens chile whatsapp phone numbers worldwide between January 1 and December 31, 2015. Key findings include:

TABLE OF CONTENTS
1. New devices, applications and operating systems
2. Updates and changes in email clients
3. Deliverability, security and spam
4.- Market share of email marketing client programs in 2016
1. New devices, applications and operating systems
Litmus Report 2016

As for email checking applications, the most important new features included in the Litmus report on email marketing in 2016 are:

Outlook has launched its mobile app for iOS and Android . According to Microsoft, the app was launched specifically with professionals in mind, so that they could check their email from their mobile phone instead of from their computer.
Apple launched one of its flagship products, the Apple Watch . The device had errors when loading images, so it is recommended to send simple texts, without extraneous elements, so that they can be read from the Apple Watch. Other problems that the application presented was the impossibility of opening links. The Apple Watch is an interesting tool, but it has not yet adapted to the conditions required by the email marketing sector.
Following Verizon's purchase of AOL, the company relaunched its web-based email application, Alto, albeit only for mobile devices . The company's goal is to address the issues they previously had with allowing logins to multiple accounts at a time. They now serve all major email providers on the market, allowing logins to multiple accounts and working seamlessly between them.
With the iOS 9 operating system , Apple allows emails to be opened as pop-up windows or as normal emails, always depending on how the user clicks on the message.
2. Updates and changes in email clients
Gmail Promos Tab

In 2015, changes have occurred in almost all email clients. Among the key changes identified in the Litmus 2016 report in Yahoo!, Gmail, Office and Dropbox are listed:

Yahoo! Mail has started using media queries in order to adapt to mobile devices.
Gmail has incorporated changes to the “ Promotions ” tab of the email, which has returned to being a text-only format. In addition, it has launched the option to block users.
Outlook.com is being replaced by Office 365, which will unify all of Microsoft's existing applications.
Dropbox is closing the email application it has offered until now.
3. Deliverability, security and spam
One of the aspects that has been most highlighted at this point is the assertion that clicks do not affect the deliverability of email marketing campaigns . However, despite this, it is important to continue analyzing the click rate since a decrease in this rate may indicate a reduction in delivered emails.

Other data to be taken into account according to the Litmus report are:

Make sure you only send messages to those subscribers who want to receive them .
Try re-engaging inactive subscribers .
To avoid problems with deliverability ratios, it is best to remove long- inactive subscribers .
4.- Market share of email marketing client programs in 2016
Top 10 email clients in 2015

In addition to providing a top 10 list of programs that users use to check their email , the Litmus report highlights the following data on each system's market share:

The click rate on mobile devices has increased by 17% in 2015, which represents 55% of the openings. The opening data by environment are:
Mobile devices: 55%
Webmail: 26% (a 13% reduction compared to 2014 data)
Desktop: 19%
Opens on Android devices have increased by 35%, representing 10% of the total. Email marketing opens in 2016 from iPhones grew from 27% to 33%, while opens from iPads decreased by 5% and now represent 12% of the total.
All webmail clients saw a decline in opens in 2015. The decline rates for each are:
Gmail: down 8%.
Yahoo! Mail: 28%.
Outlook.com: 42%.
AOL Mail: 4%.
Email market share

Do you want to put into practice the trends that the Litmus Report points out for email marketing in 2016? You can start by opening an account on MDirector . Try without time limits the only platform with which you can have all your digital marketing in one place .